Concept: A playful, dreamy exploration of that strange space between sleep and wakefulness. 
This project aimed to capture the hazy, in-between moments of morning life—those slow, blurry fragments where everything feels both familiar and new. It’s about exploring beauty of being half-awake, when the world is soft, and time feels like it’s stretching out in front of you.

The campaign invites people to linger in the grogginess of the everyday, finding magic in the moments we usually rush through. By blending high-fashion aesthetics with the quiet intimacy of morning rituals, the concept creates an unexpected tension—where elegance meets the raw, organic feel of the early hours.