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"Rowdy, Partner!"
Anown Creation, a streetwear brand hailing from Surabaya, Indonesia known for their tongue-in-cheek, playful and slightly rebellious stylings, commissioned us to create an editorial photography concept for their 2025 collection that spoofs Toy Story.
Our concept centered around the identity of the brand itself, which speaks a lot to young adult audience seeking a more youthful and rebellious fashion + an even more oomph of playfulness supported by the Toy Story theme. Hence, we came up with "Rowdy, Partner!" - a play on Woody's famous line in Toy Story as a cowboy.. but we make the 'play' aspect more rowdy, naughty and rebellious.
Pushing Boundaries (and Norms)
With limited props and production time, using very affordable props we make striking imageries that evoke naughtiness and not-a-care-in-the-world aesthetic.
Art Direction: Samuel Kosasih - Photographer: Vony Wong - Stylist: Angga, Adam
