PUMP! Underwear: Glitch

May 2025

Glitch is a high-contrast commercial campaign for PUMP! Underwear that pushes the boundaries of traditional menswear imagery. Captured by director and photographer Christian Oita, the series balances raw, athletic studio portraits with a distinctively fragmented visual language, utilizing vertical mirror effects and digital distortion to echo the project's title. The aesthetic leans into a mood-heavy, cinematic palette where saturated red and blue lighting meets sharp chiaroscuro techniques. With hair styling by Tsuyoshi Tamai, the work moves between clean, beauty-lit studio photography and more edgy, avant-garde editorial frames, showcasing the brand's apparel through a lens of sharp focus and intentional visual experimentation.

Commercial, Vertical

Advertising Campaign