Marca personal, personal brand. Commercial work with a face you trust; Edwin made the brief look like it was his idea all along.

We shot this around some loud modern architecture, teal diamond mesh, bright red railings, a steel canopy folding overhead like a paper crane that got ambitious. A lot going on. Edwin walked down the stairs in an indigo kimono jacket and somehow centered the whole busy frame just by being calm in the middle of it.

That’s the trick with him. Put him anywhere chaotic and he reads like the one fixed point. I barely had to direct, just clocked the symmetry of the rails, waited for him to step into it, and let the architecture frame him on every side. The brief wanted someone who looks like he belongs on the brand. He walked in already looking like the brand.