Filmed and Edited by Austin Heye

My Role:
Creative Director + Producer

Challenge:
Create a launch video for IDLE NY that captured the duality of the brand’s energy and stood out in a competitive streetwear landscape

Approach:
This was one of the first content pieces I worked on after moving to New York, and it held a lot of personal meaning. Carr and I had a clear creative vision—a mix of high and low energy that felt both intense and relaxed, just like the brand itself. We collaborated with Austin, a filmmaker we trusted to bring that concept to life. Through detailed creative direction, location scouting, and moodboarding, we shaped a piece that fully embodied our intent.

Outcome:
The final video struck the perfect balance of edge and ease, earning strong engagement across platforms and becoming one of the most impactful and memorable pieces we’ve created for the brand to date. It remains a cornerstone of IDLE NY’s visual identity.