CARHARTT WIP RADIO SHOW

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MOTION DESIGN

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ART DIRECTION

HECTOR OAKS

Concept & Visual Language

For the Carhartt WIP Radio show hosted by Héctor Oaks, the Madrid-born, Berlin-based techno DJ and producer known for fast-paced, vinyl-driven sets, the visual identity drew directly from the artist's own label ecosystem, OAKS and KAOS, both platforms he founded to release his own productions and collaborations.


The color palette was taken directly from the photo shoot with Héctor. The starting point for the artwork was the observation that OAKS and KAOS are anagrams of each other, which became the basis for building the entire piece around these four letters. To visualize that relationship playfully, a 2D animation was the most direct solution: the letters cycle and rearrange across a grid of red, blue, and black fields. Given that Héctor Oaks reads as more of a punk figure within techno than a purist, heavy grain and a distorted, pixelated noise effect were layered over the animation to give the whole piece a rougher, more abrasive texture. The sequence opens with the word KAOS thrown into a chaotic pile alongside the Carhartt C and set alight, immediately setting the tone before the composition resolves into its ordered grid.

For the Carhartt WIP Radio show hosted by Héctor Oaks, the Madrid-born, Berlin-based techno DJ and producer known for fast-paced, vinyl-driven sets, the visual identity drew directly from the artist's own label ecosystem, OAKS and KAOS, both platforms he founded to release his own productions and collaborations.


The color palette was taken directly from the photo shoot with Héctor. The starting point for the artwork was the observation that OAKS and KAOS are anagrams of each other, which became the basis for building the entire piece around these four letters. To visualize that relationship playfully, a 2D animation was the most direct solution: the letters cycle and rearrange across a grid of red, blue, and black fields. Given that Héctor Oaks reads as more of a punk figure within techno than a purist, heavy grain and a distorted, pixelated noise effect were layered over the animation to give the whole piece a rougher, more abrasive texture. The sequence opens with the word KAOS thrown into a chaotic pile alongside the Carhartt C and set alight, immediately setting the tone before the composition resolves into its ordered grid.

Client

Client

Art Director

Art Director

Designer

Year

Year

Carhartt WIP & Héctor Oaks

Carhartt WIP & Héctor Oaks

Tim Kottmann

Tim Kottmann

Sarah Schweizer

2023

2023

Execution & Rollout

The animation and poster were rolled out across Carhartt WIP stores worldwide, either hung in print or shown on in-store displays. On social media, the animation was primarily shared in story format, keeping the focus on the artist photo shoot with Héctor as the campaign's lead visual. The rollout was accompanied by an artist feature on the Carhartt WIP website linking through to the interview and full mix on SoundCloud.

OTHER

OTHER PROJECTS

PROJECTS

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