AIIMS Group × UNDRGROUNDProduction evolution · 2023—now
Creative production case study
Streetwear shouldn’t look like an ad.
From 2023 product shoots to a connected universe of campaign films, sound, animation and street-level culture. This is the UNDRGROUND production evolution.
AIIMS Group began producing content with UNDRGROUND in 2023. The partnership progressed from premium streetwear product and social shoots into cinematic campaign films, collection photography, sound design, animation and a connected creative world spanning The Raid, The Reload, The Escape, The Heist and the Mexican Cartel production.
The brief was never “make more posts”
Build the product. Build the mood. Build the world.
UNDRGROUND already had the product, attitude and ambition. The next job was to build a visual language with enough identity to compete in a category flooded with fast, disposable content.
That meant moving beyond isolated product shoots. Each new release needed a concept, atmosphere and production standard that could make the clothing feel part of a larger culture—while still creating useful launch assets for social, ecommerce and campaign distribution.
Early content established the product. The films established the world.
The evolution
2023 was the start. Not the standard.
The work did not jump from simple to cinematic overnight. Each production became the foundation for the next—more deliberate, more technically complete and more recognisably UNDRGROUND.
01
2023: building the visual foundation.
The early work established product, people, styling and a repeatable social presence. These shoots formed the baseline from which the bigger campaign language could grow.
The Raid, The Reload and The Escape shifted the work into connected storytelling. Pace, performance, locations, grading, sound and finishing began working together rather than as separate production decisions.
The campaign trilogy03
The creative world keeps expanding.
The Heist and Mexican Cartel production pushed the world further, while new Spring/Summer collection and Sauce collaboration films continue the next phase.
New work in edit
The campaign trilogy
Three drops. Zero repeats.
Each film carried the brand forward, but each also became a real development moment for the people behind the camera.
Campaign ideas, visual territory and an evolving narrative language shaped around UNDRGROUND.
02 / PLAN
Pre-production
Locations, logistics, people, schedules and detail organised before the cameras rolled.
03 / PRODUCE
Film production
Direction, cinematography and purposeful coverage for campaign and social environments.
04 / FEEL
Sound and finishing
Editing, sound design, pacing, grading and finishing used to turn footage into atmosphere.
05 / BRAND
Animation and end screens
Motion and branded finishes that made every release feel complete and recognisably UNDRGROUND.
06 / LAUNCH
Collection photography
Hero, lifestyle and product-led images built to extend each collection across digital touchpoints.
Hero collection photography
Streetwear lives or dies in the frame.
The stills were not treated as leftover coverage. They were built as launch assets in their own right—giving products, people and the UNDRGROUND mark room to lead.
Lifestyle collection photographyHero campaign photographyProduct and peopleCollection range storytelling
The UNDRGROUND perspective
What started in 2023 as a vision to create premium streetwear content evolved into something far bigger than product shoots. Together with the team at AIIMS, we transformed UNDRGROUND’s creative direction into cinematic campaign experiences that people remembered.
From the early days of building the brand’s visual identity to producing standout campaigns like The Raid, The Reload, The Escape and the Mexican Cartel production, every project pushed the creative standard higher.
Behind every release was a collaborative effort: Ben leading the creative direction, Wiktor bringing each campaign to life through animation and finishing, Chris and Yogi driving production, and countless hours of planning, coordination and execution to ensure every detail landed.
The result wasn’t just better content; it elevated UNDRGROUND’s brand presence, strengthened audience engagement, and helped drive sales through content that felt more like culture than advertising.
UNDRGROUND
Behind the work
Every frame had an owner.
Every release depended on craft in front of and behind the lens, backed by the planning and coordination needed to make ambitious ideas practical.
Creative Director
Ben
Production
Ben · Yogi · Chris
Animation & End Screens
Wiktor
Ideas, Execution Planning & Organisation
Sarah
Related Changemakers
The people behind the pace.
Sound, retouching, editing and on-set learning are part of the result. These Changemaker features open up the work behind the work.
AIIMS Group’s work with UNDRGROUND spans creative direction, pre-production, campaign film production, editing, sound design, animation, end screens and hero collection photography. The work developed from early product and social content into connected cinematic campaign experiences.
When did AIIMS begin producing content with UNDRGROUND?
The production relationship began in 2023. Early social and streetwear shoots established the visual foundation before the work expanded into larger narrative-led campaigns.
Which UNDRGROUND campaigns are featured in this case study?
The featured evolution includes The Raid, The Reload, The Escape, The Heist and the Mexican Cartel production, together with early 2023 work and new Spring/Summer and Sauce collaboration content currently being edited.
Who worked on the UNDRGROUND productions?
Ben led creative direction and worked in production alongside Yogi and Chris. Wiktor handled animation and end-screen creation. Sarah led the ideas, execution planning, coordination and organisation supporting the campaign work.
If it looks like everything else, it is already invisible.
Build a creative world people recognise before they see the logo. Bring AIIMS Group the first thought, the finished brief or the ambition to take the category apart.
