"SOUKUU,” combining the Japanese words Sou (to create) and Kuu (emptiness), is a collaboration between The North Face and UNDERCOVER rooted in the idea of seeking a meditative state in nature. The collection spans trail running and hiking products.

Partnering with a copywriter, I helped craft a direction that distilled this balance—how mindfulness can transform chaos into clarity. I also worked closely with the photographer and DP to define an elevated visual aesthetic that showcased the product with movement and energy, contrasted by a subtle, grounded calm.