“I’d Rather Be'” Spring/Summer 2014 Campaign

Common Thread is an international multi-label high-street fashion store in Singapore. Our third collaboration with the brand centered around the theme “I’d Rather Be” — who we’d rather be, where we’d rather be, what we’d rather be doing. SHENTONISTA brought six tastemakers with six different sets of dreams and fantasies to Gillman Barracks, the old military encampment turned art cluster, and set about bringing their imagination to life. SHENTONISTA was in charge of the styling, photography, art direction, and content creation of the campaign.

A SHENTONISTA Project and UNIFORM Production
with The Boy Who Cried Action
for Common Thread Singapore
featuring Andrea, Melvin, Celester, Lara, Diogo, Stephanie
Makeup & Hair by Rick Yang
Makeup & Hair Assistance by Airin Lee

See all posts from the collaboration here.

“Journeys & Beginnings” 2014 Campaign

Once again celebrating the uncommon common people, SHENTONISTA’S second installment with Common Thread Singapore centered on the theme “Journeys & Beginnings”. What better representation than a little trip to the outskirts of Singapore, to the old railway tracks at Tanjong Pagar: a place that was once the starting the point for all journeys on this island and a place that will soon be given a new lease of life. SHENTONISTA was in charge of the styling, photography, art direction, and content creation of the campaign.

A SHENTONISTA Project and UNIFORM Production
with The Boy Who Cried Action
for Common Thread Singapore
featuring Audrey, Matthews, Sofia, Mahdhir, Veena & Dainius
Makeup & Hair by Rick Yang
Makeup & Hair Assistance by Nicki Fu

See all posts from the collaboration here.

“Weekend State of Mind” Fall/Winter 2013 Campaign

SHENTONISTA’s first campaign for the brand saw us shooting six fashionable tastemakers. Apart from the actual content posts that ran on the SHENTONISTA website across three weekends, the #CTxSHENTONISTA Weekend State of Mind Instagram competition invited Instagrammers to post photos of their weekend outfits. This eventually saw three lucky winners walking away with $100 worth of Common Thread Vouchers. SHENTONISTA was in charge of the styling, photography, art direction, and content creation of the campaign.

A SHENTONISTA Project and UNIFORM Production
for Common Thread Singapore
featuring Kay Lii, Alexander, Barbara, Ridhwan, X-Wen, and Sertac
Makeup & Hair by Rick Yang
Makeup & Hair Assistance by Sek

See all posts from the collaboration here.