CRYSTAL GELLER

Creative development for Korean sportswear brand SYS (Stretch Your Story). Before SYS, the company was based overseas and known by the name Andar. My work with them involved designing an elevated brand identity upon entering the US market under the new name. My scope involved designing the overall look and feel of the brand through world building, establishing a consistent and effective e-comm approach, selecting campaign photographers, stylists, and models.

Body of Work is the first campaign.

Director Pablo Tapia Pla

Photographer Daniel Shea

Art Director

Model Grace Valentine

Production Designer Peter Klein

Hair Errol Karadag

Movement Director Jorge Dorsinville

Production GTS Production

Agency Lemon

SYS lookbook 2025.

Creative development, art direction, production design, casting.

Captured by Reto Schmid

Designed and fabricated all elements in frame including set made up of curved walls and hallways, translucent 2nd layer, product trays, modular and detachable mirrors, table, CNC’d logo etc. Designed and built set per clients request to reuse for continuous episodes in the series.

Established internal template that provided a clear visual direction for the brands approach to e-comm across all platforms. This was informed by lighting design, movement direction, expression, tone, and product details.