ASK LAB developed a merchandise collection for the short film Sorry I Am Late, I Was Masturbating, directed by Alena Shevchenko and released on the cultural platform NOWNESS. Rather than introducing an unrelated visual style, our Berlin-based creative team built the merch directly from the graphic language present within the film itself, treating the project as an extension of its visual narrative.

The core aesthetic of the collection was developed through naive pencil drawings that reinterpret motifs and graphic elements from the film in a raw, hand-drawn style. This approach preserved the playful and slightly irreverent tone of the original work while transforming it into a coherent set of wearable visuals. The resulting designs translate cinematic imagery into simple but expressive graphics, allowing the film’s atmosphere to live beyond the screen through physical objects.