Ghostn: Brand Video

A brand video introducing Ghostn and its core values, presented in a channel-flipping format on an old CRT television. The juxtaposition of retro visuals with modern aesthetics evoked a sense of nostalgic familiarity, subtly amplifying the message's unsettling but overall positive tone. This contrast ultimately built toward the stripped-down, barebones identity that defines Ghostn today while still keeping it's roots in horror and darkness.

Roles: Cinematographer, Director, Editor, Producer

Purpose

Establish the tone and philosophy of Ghostn in an emotionally resonant, intriguing way.

  1. Avoid traditional formats like explainers or polished commercials.

  2. Immerse viewers in Ghostn’s world—one rooted in contradiction, discomfort, and authenticity.

  3. Use eerie aesthetics and fragmented storytelling to reflect the brand's unsettling yet compelling nature.

  4. Encourage viewers to question what they’re seeing, drawing them deeper into the brand.

  5. Highlight core themes: introspection, defiance, and finding comfort in the strange.

  6. Lay the groundwork for Ghostn’s narrative-driven content, where each piece reveals more of the world behind the clothes.

Concept Development

  • Leaning into contradiction: The idea of using a retro CRT television to present a modern brand was rooted in Ghostn’s duality—nostalgic yet forward-thinking, eerie yet comforting.

  • Channel-flipping metaphor: Each “channel” represented a different aspect of the brand's identity—disjointed at first, but slowly forming a cohesive tone. It mimics the way viewers piece together Ghostn’s world over time.

Visual & Aesthetic Choices

  • Retro + Modern fusion: The degraded analog textures paired with clean modern design choices underscored Ghostn’s core themes of distortion, imperfection, and rawness.

  • Deliberate discomfort: Uneven pacing, glitch transitions, and cryptic visuals were used intentionally to create an uneasy yet intriguing tone—mirroring the brand’s horror-inspired roots.

Production Decisions

  • Minimalist setup: True to Ghostn’s barebones aesthetic, the shoot was intentionally stripped down. Fewer props and minimal lighting helped reinforce the brand's DIY, outsider vibe.

  • Controlled chaos: While the video appears fragmented, everything was storyboarded and paced to feel disorienting in a calculated way.

Creative Challenges

  • Balancing clarity with mystery: The goal was to hint at Ghostn’s values without spelling them out—enough to intrigue but not overexplain.

  • Establishing tone over information: This wasn’t about listing brand features—it was about feeling Ghostn before understanding it.

Reflection

  • This project laid the groundwork for how Ghostn communicates: through storytelling, mood, and fragmentation, not just traditional branding

  • Helped strengthen my visual storytelling

  • Strengthened my ability to bring an idea from concept to finished product

Final Result