PWR x Solo Leveling
For the PWR x Nacon Brand Campaign 2025, I led the art direction to bring an unexpected, story-driven concept to life. Developed by Nico Howell from our production team, the campaign placed our creators in unconventional settings—playing video games in a cinema, boxing at the gym, working as fast-food chefs—all while seamlessly integrating RIG and Nacon products into their daily activities. Whether traveling with headphones or gaming on their phones at work, the goal was to create natural and authentic product placement.
One of the campaign’s standout elements was the opening shot, meticulously crafted inside one of the HQ studios. We built custom storage shelves to replicate a warehouse aesthetic, filling them with hidden details that expand the PWR Cinematic Universe. These included deep-cut PWR lore references and even unreleased items, offering fans a glimpse into what’s to come.
This campaign successfully blended storytelling with brand integration, adding depth to PWR’s world-building while highlighting the personalities and history of our talent. The result? A visually compelling narrative that not only showcased Nacon’s products but also deepened the connection between our creators, fans, and the growing PWR universe.
Director: Liam James
DOP: Bryce Holloway
Production Manager: Zac Young
Social Media Producer: Nico Howell
Product Designer + Photography: Liam James
Editor: Liam James
VFX Artist: Anthony
Sound Design: Andrew Miller
Production Assistant: Dale Mulvogue
