JAT.co is a small business started by my friend Qadir Paris. He is from Miami and is currently based in LA. Now living in the UK I offered to help him try and create a wider outreach for his brand. I think everyone should get to experience it! For his new launch of mesh graphic tees and funky mohair vests, I decided to create a whimsical almost nostalgic-like campaign. His source of inspiration was daydreaming, so for the second part of the campaign I chose to shoot in an off-license at night. In London, every young person has a shared experience of drifting in the aisles of their local off-licence. The beautiful model in a mismatched outfit wandering around the store gives a sort of surreal feeling.