CREATIVE DIRECTIONMATEI CURTAȘUFor GRYXX's latest collection, inspired by Y2K aesthetics, we drew from early 2000s nostalgia and the chrome core design current to craft a futuristic, yet nostalgic visual identity. The custom typography, blending digital-era nostalgia with sleek technical elements, establishes a realm where GRYXX's Groove Play collection thrives. We handled the creative execution, from the main key visuals, outdoor materials to digital and social media assets, integrating studio photography by the talented George Pruteanu with 3D modeling, compositing, and turn-of-the-millennium visuals, bringing the collection to life across all platforms.