ASK LAB developed the set design for the .solutions campaign introducing the brand’s first product, a sweater. The visual narrative follows a young girl who, under mysterious circumstances, finds herself underground in a hidden cave, forming the conceptual foundation for the shoot.

To translate this story into a physical environment, we designed and built a miniature landscape that served as the stage for the campaign. Constructed on a wooden base and covered with sand, the set created a tactile underground world where scale, texture, and atmosphere worked together to support the narrative. Rather than functioning as a simple backdrop, the environment became an active storytelling device, framing the sweater within a space that feels both isolated and cinematic, reinforcing the brand’s emerging identity through a carefully constructed visual world.

Creative direction: Gleb Kostin
Photography: Anton Reva