Split the Difference — THE DESIGNER MIKE

THE DELIGHT IN DUALITIES.

SPLIT THE DIFFERENCE.

There are two sides to us all, the magic is what happens in between. LIMITED Split the Difference, created by acclaimed Dutch artist Nick Liefhebber, explores this interconnected, yet beautiful alternate universe. A place where contrary forces become complementary and connected worlds collide.

Creative & Art Direction.

MY ROLE.

The first step in evolving the brand’s LIMITED range. I spearheaded a shift into artist collaborations, partnering with like-minded souls, with a love for print. Starting with Dutch digital collage artist Nick Leifhebber. I defined the creative direction around the theme of ‘dualities’ leaning into the other-wordly nature of Nick’s art as well as many of the themes true to the cyclist’s experience – obsession vs. passion, instinct vs. control and of course pleasure vs. pain. I commissioned Nick to create one piece of art, with an inner friction, that could work across multiple garments.

"One side feeding and growing, the other withering and glowing 🌞 One source two possibilities".

– NICK LIEFHEBBER

One large piece of art, with two sides, that could work across multiple garments.
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Campaign Concept

Following the apparel design process, I defined the creative direction for the marketing campaign, working closely with Kin Studio to bring it to life. With stills and video that perfectly captured the off-kilter vibe of the garments themselves.