Index

Image / concept campaign

Nammos

A self-directed campaign for Nammos, whose umbrellas are the most recognisable thing about it. So the campaign keeps the stripe and removes everything else: no club, no crowd, no shoreline. One striped object on open water, and the brand still arrives.

Year
2026
Kind
Image
Role
Concept, art direction, generative production
Frames
9:16 reels, single-object stills

The premise

The stripe is the whole logo.

Nammos is sold everywhere as a room full of people. That is the one thing a spec ad cannot borrow, and the one thing the club does not actually need: the turquoise-and-white stripe is doing the identifying long before a single face is legible. Each frame here is a test of that, with the object placed far out in flat water where nothing else can help it.

A turquoise-and-white striped beach umbrella standing in shallow open sea, sheltering two people in white who sit on plastic chairs reading newspapers, with distant hills on the horizon.
Frame 01 / the umbrella, kept and nothing else
Overhead view of a turquoise-and-white striped floating mattress adrift on deep blue water, a woman asleep under white bedding at one end.
Frame 02 / the sunbed, off its row
A striped mug and an open book on a weathered blue table at the edge of the sea, a ginger cat asleep across the pages beside an empty chair.
Frame 03 / the stripe on a mug, and no one to serve
Nothing in these frames is doing hospitality. The chairs are plastic, the reading material is a newspaper, the table is peeling, and the guest is a cat. The turquoise survives all of it, which is the finding: the stripe is the asset, and the luxury it implies is added by the viewer.

Open the work

Published reel Instagram / the cat Published reel Instagram / the umbrella Published reel Instagram / the sunbed

Structure

Three reels, one stripe.

The set runs from the object everyone recognises to the object nobody would notice, so the test gets harder rather than more flattering as it goes.

  1. Reel I

    The umbrella

    The canopy planted in open water with the beach deleted. Two guests, dressed for the club, reading as though the sea were a terrace.

  2. Reel II

    The sunbed

    A single striped mattress adrift, seen from above. The bed that is only ever photographed in a row of eighty, alone.

  3. Reel III

    The mug

    The stripe reduced to a piece of crockery on a peeling table, holding the frame with a sleeping cat and no service in sight.

How it was built

Pipeline.

Made with no brief and no client, which is why the constraint could be this severe: every frame had to be readable as Nammos with the club withheld.

Sample

The stripe pinned first as a fixed width and a fixed turquoise, so the umbrella, the mattress and the mug are all carrying the same swatch.

Strip

Coastline, architecture, staff and crowd cut from every composition, leaving one branded object and water.

Stage

The horizon held at the same height across the set, so three unrelated scenes read as one location.

Grade

Sea and sky desaturated toward haze so the turquoise is the only saturated colour left in frame.

Move

Each still animated to a 9:16 reel with the camera almost static, because the joke only lands if the scene is calm enough to be believed.