The Third Figure
Both the Muse and the Mirror
A creative concept crafted for portfolio use only
An Omni-Channel Campaign for AWAKE MODE - AW25/PSS26
"The Third Figure" is an omnichannel campaign for A.W.A.K.E. Mode’s A/W 2025 collection, a fragmented fashion narrative where the viewer steps into the story, not to consume it, but to complete it.
Built on the idea of presence, this campaign makes the unseen audience the most powerful collaborator. Through digital illusions, layered visuals, and cross-platform fragments, the Third Figure appears not in front of the camera, but behind the screen, in the second glance.
In Her Orbit - Visual Moodboard of The Third Figure
not in the frame
moves like headline
she’s always the edit
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off the grid
on the brief
watching, wearing, winning
Fragments of Presence - Instagram grids rollout
With no defined narrative by A.W.A.K.E. mode, the collection invites us to interpret freely, each detail becomes what we make of it.
Identities that leave a mark
Volume defining space
Balance between flow and structure
Motion records intention
The third figure watching
Texture becomes narrative
Beauty designed to disrupt
every frame is a doorway to narrate the story
POV : The Third Figure - Cross Platforms Reel Narratives
Positioning in spaces that reflect the collection's structure and mood.
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A Mood in Motion
Stepping into the city, unmissable, undistracted.
Cinematic presence in public spaces: the underground, the street, the entryway.
Layered volume, sculpted silhouettes, structured calm.
Walking through the London Tube in full daywear from AW25/PSS26, camera tracks movement without interruption.
“What you wear when you are the moment.”
The Interface of Identity - Immersive Website
Not just browsing, we're entering. Each section reimagines how a digital space can move, feel, and respond.
A curated scroll.
An interactive storefront with animated swatches, styling shuffle.
What the runway doesn’t show.
Clips, pre-show fittings, material sourcing, in-studio creative processes.
Editorial content and campaign rollouts.
Small feature films, interview clips, or immersive scroll journeys.
To Be Remembered - Physical Experience
A stage without walls. A runway without rows. A presence that lingers longer than the product.
Mobile Muse Premiere
A mirrored cinema-on-wheels moves across London landmarks, screening “The Third Figure.” Viewers step into the surreal, right on the street.
The Disrupted Runway
No invites. No front row. Models in full looks disrupt everyday spaces: libraries, trains, quiet cafés. Letting fashion become the city’s new soundtrack.
Room 3F: The Listening Gallery
An intimate installation where ambient sound, whispered narrations, and suspended garments let guests listen, feel, and wear the collection’s emotion.
What makes a brand iconic is not just what it creates, but how it’s remembered. This is the memory structure.
This campaign came from a place of curiosity about how luxury can feel personal, and how narratives can unfold without being spelled out. Awake Mode’s ambiguity felt like a canvas, and “The Third Figure” became my way of responding to it, not with definition, but with dimension. It’s a reflection of how I see the role of the observer: silent, powerful, and always part of the story.