For AW25, Come Closer, sought to conceptually explore the concept that the ordinary is an illusion—inviting a shift in perspective and a focus on the beauty hidden in simplicity. Guided by this concept, I designed through a lens of sophisticated minimalism, building a visual world where refined details and intentional restraint became the hero. My role was to translate this narrative into a cohesive suite of strategic communications across channels, shaping assets that feel thoughtful, high-impact, and meticulously crafted.