MSCHF 2×4 Boots — Veigh

For the launch of new colorways of the MSCHF 2×4 boot, Yanly contributed to the development of a campaign aimed at introducing the silhouette to the Brazilian market while connecting MSCHF’s visual language with the cultural energy emerging from Brazil’s contemporary music scene. The project sought to position the 2×4 within a context reflecting Brazil’s growing global influence, highlighting the intersection between fashion, music, and street identity. To support this direction, Yanly facilitated the connection with Veigh, one of the leading voices of the new generation of Brazilian rap, inviting him to become the face of the campaign. The collaboration brought an authentic perspective rooted in local culture, reinforcing the relationship between the product and the environments where new visual movements are being shaped. The imagery emphasizes the bold and resistant character of the 2×4 silhouette, highlighting its heavy and uncompromising presence. The campaign was set within construction site environments to evoke durability and strength, using raw textures, industrial materials, and a deliberately dirty atmosphere to reinforce the rugged identity of the boots. Post-production enhances this visual direction through contrast and texture, amplifying the sculptural and resilient qualities of the silhouette.