Media
4 Films · 17 Videos · 36 Photos · 21 tracks
Films
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No Surrender Brand commercial for Mindset Studio. A real Muay Thai fight at Sinbi Boxing Stadium in Phuket, image and stance in one. No Surrender
2024 · 0:38
Brand commercial for Mindset Studio. A real Muay Thai fight at Sinbi Boxing Stadium in Phuket, image and stance in one.
The first brand teaser for Mindset, with fighter Kane Bond, whom I met in Phuket. From the same period as the first cinematic Mindset video, a mix of real footage and stock. I'd had custom shorts made for him reading “No Surrender”. Kane faced an experienced Phuket Muay Thai legend: two worlds colliding. From that I cut the trailer that sets the vibe of the fight- and gym-lifestyle brand: cinematic, lots of natural light, inspired by “The Creator”. For me, the first time it felt like a brand of my own, with a real, authentic story.
- Role
- Directed · Shot · Edited
Stills · 27
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The Soi The documentary series I'm currently working on. Over a year with Muay Thai fighters in Soi Taied, Phuket. What you see here is the first teaser. The Soi
2025 · 0:42
The documentary series I'm currently working on. Over a year with Muay Thai fighters in Soi Taied, Phuket. What you see here is the first teaser.
The sum of my time in Thailand and all the Mindset videos where I followed individual fighters. The idea: a cinematic documentary series about fighters who come to the Soi in Phuket to become champions. Reality and fiction merging, real fights woven into a dynamic kind of storytelling, with art and AI on top. This teaser is a mood tape, a first sense of what it could look like as a series. A big Mindset Studio project, still in development.
- Role
- Directed · Shot
Stills · 16
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Projekt Adler: Proof of Concept Proof of concept for a series concept of my own, in development: a scene like one you might see in an episode. Projekt Adler: Proof of Concept
2019 · 3:10
Proof of concept for a series concept of my own, in development: a scene like one you might see in an episode.
Working title “High Stacks”. This is where I first got serious about lenses (fast 1.4s on the A7S) and booked gear for the first time.
- Role
- Directed · Shot · Edited
- Credits
- Kiko Skepi, Tobias Schäfer
Stills · 23
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Haus 9 Teaser The last Haus 9 piece and the spark that later became Mindset. Custom masks, guerrilla shots, Sony A7S II. Haus 9 Teaser
2017 · 0:52
The last Haus 9 piece and the spark that later became Mindset. Custom masks, guerrilla shots, Sony A7S II.
The last video in the Haus 9 universe, at a turning point: I was suddenly shooting bigger commercials, had better gear, and came into contact with e-commerce, branding and dropshipping for the first time. A friend knew how to knot beaded bracelets: we bought beads, threads and charms and made jewellery from them. Just back from Korea and inspired by the fashion there and the face masks people wore in the subways, I had the Haus 9 logo embroidered onto a black fabric mask; soon came the idea to produce custom masks with our own designs. With a few friends I shot guerrilla footage with the accessories (including in Cape Town, where I was for another project) on the then-brand-new Sony A7S II, whose low-light strength made everything look different. Through a DJ friend I was in the trap-music scene and dug into sound design for the first time. In essence, the spark that later ran through all the Mindset projects was born here. Almost a mood for Mindset.
- Role
- Directed · Shot · Edited · Sound design
Stills · 34
Videos
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Real Muay Thai Fight: Brazil vs. Vietnam Raw, no commentary: a real Muay Thai fight in Thailand. Sport, not spectacle. Part of The Soi universe. Real Muay Thai Fight: Brazil vs. Vietnam
2025 · 18:45
Raw, no commentary: a real Muay Thai fight in Thailand. Sport, not spectacle. Part of The Soi universe.
On the Fight Street in Phuket I met a Brazilian fighter. An MMA guy, really, but he trained Muay Thai to get better and fought almost weekly in the stadium. We clicked, he wore Mindset shorts for the fight, and he let me film. I'd already captured a few fights by then and decided to upload this whole one in a single piece: raw, up close, professional Muay Thai uncut. Shot on the FX3.
- Role
- Shot · Edited
Stills · 26
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Fortune Favors the Brave A real fight, a few raw days, one camera: to me the core of why Mindset exists. Fortune Favors the Brave
2024 · 0:34
A real fight, a few raw days, one camera: to me the core of why Mindset exists.
Shot with Kane Bond, a fighter from the US I met on the Fight Street in Phuket. I followed him for a few days, on my then brand-new FX3, the first project I shot entirely on it. A real fight, edited guerrilla-style, nothing staged. To this day this piece captures best why I started Mindset: real people with a stance, caught raw.
- Role
- Directed · Shot · Written · Edited
Stills · 17
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No Risk, No Story: Product Reel A full brand trailer, AI-generated from idea to finished, in under 48 hours. No Risk, No Story: Product Reel
2025 · 0:22
A full brand trailer, AI-generated from idea to finished, in under 48 hours.
Made with Kling 2.0 right after release. I'd spent a lot of time with image models before and here saw for the first time that 3D animation, once expensive and slow, can be built fast and at a high level, composed through to sound and design. A little sobering, knowing how much work this would have been two months earlier. And at the same time that feeling: whatever's in your head, today you can bring it straight out.
- Role
- Directed · Shot · Written · Edited
Stills · 12
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Ambition: Pain is the Path A first run at a fighting brand: real fighters, own designs, woven into real footage. Ambition: Pain is the Path
2025 · 0:41
A first run at a fighting brand: real fighters, own designs, woven into real footage.
With Moataz Ben Aicha and Kane Bond, two fighters I met in Thailand and followed for a few days. A first run at an idea: what would a fighting brand look like worn by real fighters? Own designs, strong key shots and the first time I wove designed elements into real footage. “Pain is the path”: pain as the way, not the excuse.
- Role
- Directed · Shot · Written · Edited
Stills · 19
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Adaptation Not the future. Now. An AI reel about the need to adapt. Adaptation
2025 · 0:33
Not the future. Now. An AI reel about the need to adapt.
A turning point for me. After “No Risk, No Story”, new image models made consistent characters and clean skin tones possible for the first time, and from one image, more with the same character. I built consistent “photoshoots” with them, animated with Kling 2.0, added music and an AI voice. The result made it clear: this isn't the future, it's now. Hence the title: you have to adapt.
- Role
- Directed · Shot · Written · Edited
Stills · 11
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Brawl in Phuket Aryan's first title fight at Patong Stadium: a memory for life, edited together. Brawl in Phuket
2025 · 1:23
Aryan's first title fight at Patong Stadium: a memory for life, edited together.
A spontaneous one: I met Aryan Asgari through a colleague on the Soi. That same week he had his first real title fight at Patong Stadium, one of the biggest Muay Thai stadiums there is. I got to follow him and film the fight. We edited it together: he told me which music and which moments mattered to him. Asked what he wanted, he said: a beautiful memory of this fight for when he's old. I think we got there.
- Role
- Directed · Shot · Edited
Stills · 22
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Straight From the Underworld Raw and uncompromising: Moataz in a real fight, in Mindset shorts, filmed in the arena. Straight From the Underworld
2025 · 0:34
Raw and uncompromising: Moataz in a real fight, in Mindset shorts, filmed in the arena.
With Moataz Ben Aicha, a highly experienced fighter with major title fights in Muay Thai and kickboxing. He had a fight in Phuket wearing the Mindset shorts, and it became one of my favourite pieces: real, uncompromising, almost a cry. Shot with the FX3 right inside the arena. One of the most intense experiences I've ever had.
- Role
- Directed · Shot · Edited
Stills · 14
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They Can't See What You See The very first cinematic Mindset video: spontaneous, at Kane Bond's fight in Phuket. They Can't See What You See
2024 · 0:25
The very first cinematic Mindset video: spontaneous, at Kane Bond's fight in Phuket.
The start of Mindset in a cinematic look. Kane Bond had a fight in two days. I offered to kit him out in Mindset shorts and make a video. Borrowed an FX30 from a coworking space (didn't own an FX3 yet) and tested the low-light quality of Sony's FX line in a real fight for the first time. Several pieces later came out of this footage, including “No Surrender”. To this day one of my absolute favourites.
- Role
- Directed · Shot · Written · Edited
Stills · 7
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Discipline Is the Gift Endurance, fighting spirit, discipline: energy turned into movement. Discipline Is the Gift
2025 · 0:53
Endurance, fighting spirit, discipline: energy turned into movement.
Came about by chance with Diana, whom I met through a colleague on the Soi, from the running and health community, also in Phuket. The idea: show the women's side of the brand more, approach it conceptually. Like the earlier lifestyle film, we roamed Thailand and filmed; then an AI voice over the text, own music. What it's about: discipline and fighting spirit, channelling aggression and heavy thoughts into something productive, into movement.
- Role
- Directed · Shot · Written · Edited
Stills · 18
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Level Up The moment the “Mindset Studio” idea was born: filming sharp minds, sharing a stance. Level Up
2024 · 0:15
The moment the “Mindset Studio” idea was born: filming sharp minds, sharing a stance.
In Phuket I met Almog Wolf: entrepreneur, fighter, with his own community and a thing for parkour. We connected on the Soi and made a video together. This is where the idea of Mindset as a studio first took shape: filming people with a strong mindset and sharing it with the world. The first step in that direction.
- Role
- Directed · Shot · Written · Edited
Stills · 11
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I Need to Become Great A motivation montage of real fighters: the first step into Mindset's social marketing. I Need to Become Great
2024 · 0:14
A motivation montage of real fighters: the first step into Mindset's social marketing.
A short montage of several fighters I'd followed on the Soi: Almog Wolf, Kane Bond, Moataz Ben Aicha and Thales. One of my first attempts to bring marketing mechanics (hook, payoff, clear branding) to Mindset's Instagram. Guerrilla-style, but with our own footage and clothing. It worked well.
- Role
- Directed · Shot · Written · Edited
Stills · 15
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Fight Night Aftermovie A spontaneous aftermovie of Thales' boxing fight: won, caught on the FX3. Fight Night Aftermovie
2024 · 0:15
A spontaneous aftermovie of Thales' boxing fight: won, caught on the FX3.
I met Thales, a Brazilian fighter, on the Soi, coming from Muay Thai, then focused on boxing. When he had a boxing fight, I spontaneously filmed along with the FX3. He won. To me a short, honest piece of courage for Mindset, almost a portrait.
- Role
- Directed · Shot · Edited
Stills · 8
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No Risk, No Story (3D Mockup) Hand-built high-gloss 3D: how to stage Mindset, just before the AI era. No Risk, No Story (3D Mockup)
2024 · 0:26
Hand-built high-gloss 3D: how to stage Mindset, just before the AI era.
From the pre-AI days, together with VFX artist Stellan Jördens, who built the product entirely in 3D. One of the first takes on how to present Mindset at a high level, and one of the last pieces of its kind before AI took over much of it.
- Role
- Directed
- Credits
- 3D: Stellan Jördens
Stills · 7
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3D Animation Mockup Product staging without classic VFX: an AI image from real mockups, animated with Kling. 3D Animation Mockup
2025 · 0:05
Product staging without classic VFX: an AI image from real mockups, animated with Kling.
My first attempt to present products entirely without classic VFX: the image is based on real mockups I reworked. Background swapped, the whole thing refined with AI and animated with Kling. Pieces like this work well as brand-story ads for Instagram or YouTube.
- Role
- Directed · Shot · Edited
Stills · 1
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Mindset Phoenix Quote Reel “Discipline. Resilience. God.” An AI quote reel showing how branding finds reach. Mindset Phoenix Quote Reel
2024 · 0:08
“Discipline. Resilience. God.” An AI quote reel showing how branding finds reach.
Many of my reels were simply quotes, and those often brought the most reach. One of the first examples of how branding can spread with AI: image made in Midjourney, animated background, own music. It also ran as promotion for my then e-book “Rise Above” around the phoenix theme.
- Role
- Directed · Shot · Written · Edited
Stills · 1
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Bro Anime Short Anime meets bro content: an early AI test with Kling and a fitting line. Bro Anime Short
2024 · 0:13
Anime meets bro content: an early AI test with Kling and a fitting line.
“Bro content” always worked for us: often a bit of mental health, honest, something to share. Here for the first time with Kling: what happens if you animate anime images with AI and put a fitting line underneath? An early test in that direction.
- Role
- Directed · Shot · Written · Edited
Stills · 3
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Brother (Viral Quote Reel) Knights, loyalty, brotherhood: my first fully AI-generated video, and it went viral. Brother (Viral Quote Reel)
2024 · 0:34
Knights, loyalty, brotherhood: my first fully AI-generated video, and it went viral.
An early AI animation around a knight theme: “loyalty and brotherhood”. The first time I generated a video entirely with AI: images, text on top, music underneath. It did really well and still does.
- Role
- Directed · Shot · Written · Edited
Stills · 11
Photos
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Thales before the fight Thales pulling on the Mindset tank top before his boxing match. An FX3 still I colour-graded: a quiet, cinematic moment. 
Thales before the fight
Thales pulling on the Mindset tank top before his boxing match. An FX3 still I colour-graded: a quiet, cinematic moment.
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Kane Bond, Sinbi Stadium A real Muay Thai fight at Sinbi Boxing Stadium, Phuket: Kane Bond lands the kick, the Mindset shorts front and centre. Shot by a photographer friend while I filmed the bout on the FX3. 
Kane Bond, Sinbi Stadium
A real Muay Thai fight at Sinbi Boxing Stadium, Phuket: Kane Bond lands the kick, the Mindset shorts front and centre. Shot by a photographer friend while I filmed the bout on the FX3.
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First AI attempt (brand) One of my first AI attempts to market the studio's sport and fight apparel, driven by the logo and reference images as input. Back then, the first time this was even possible. 
First AI attempt (brand)
One of my first AI attempts to market the studio's sport and fight apparel, driven by the logo and reference images as input. Back then, the first time this was even possible.
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First AI attempt (female) Same as the first attempt, here with an international, European-Asian model: Mindset cap and sports bra in a lifestyle setting. The first time you could barely tell real from AI. 
First AI attempt (female)
Same as the first attempt, here with an international, European-Asian model: Mindset cap and sports bra in a lifestyle setting. The first time you could barely tell real from AI.
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Moataz in the jungle Moataz Ben Aicha shadowboxing in the jungle, in Mindset shorts. FX3 footage that fed into the video “Straight From the Underworld”. Man and environment in sync: cinematic, a fighting machine. 
Moataz in the jungle
Moataz Ben Aicha shadowboxing in the jungle, in Mindset shorts. FX3 footage that fed into the video “Straight From the Underworld”. Man and environment in sync: cinematic, a fighting machine.
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Consistent product gallery My first real attempt at a consistent product-photo gallery for the Mindset store back then. Same model, every product, as accurate as possible, fully AI-generated. 
Consistent product gallery
My first real attempt at a consistent product-photo gallery for the Mindset store back then. Same model, every product, as accurate as possible, fully AI-generated.
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Straight out of Nano Banana One of the early Mindset AI attempts, deliberately the raw version straight out of Google Nano Banana, before the Photoshop polish (slogan, cap logo, spacing). An early concept of the store and a broad audience. Straight out of Nano Banana
One of the early Mindset AI attempts, deliberately the raw version straight out of Google Nano Banana, before the Photoshop polish (slogan, cap logo, spacing). An early concept of the store and a broad audience.
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3D visual: Loyal jacket A 3D visual by VFX artist Stellan Jördens. I designed the piece (roses and a “Loyal” lettering on the back), and he modelled it precisely in 3D. 3D visual: Loyal jacket
A 3D visual by VFX artist Stellan Jördens. I designed the piece (roses and a “Loyal” lettering on the back), and he modelled it precisely in 3D.
- Credits
- 3D: Stellan Jördens
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Bundle banner A high-performing e-commerce banner with strong click-through, quickly built from product mockups of our Mindset pieces, arranged to read like a person. Simple idea, clear message, sold as a bundle. 
Bundle banner
A high-performing e-commerce banner with strong click-through, quickly built from product mockups of our Mindset pieces, arranged to read like a person. Simple idea, clear message, sold as a bundle.
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Current AI level A very recent image, showing where we are with AI right now. Entirely from the AI pipeline, black-and-white grading included, not a single manual retouch. The Mindset character for the women's line. Current AI level
A very recent image, showing where we are with AI right now. Entirely from the AI pipeline, black-and-white grading included, not a single manual retouch. The Mindset character for the women's line.
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Detail shots from AI Entirely AI-generated, fully accurate, built on a pipeline of many inputs. Proof that detail and product shots can now be created completely on a computer, in theory from a beach in Thailand. 
Detail shots from AI
Entirely AI-generated, fully accurate, built on a pipeline of many inputs. Proof that detail and product shots can now be created completely on a computer, in theory from a beach in Thailand.
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Daily Grind bundle The “Daily Grind” bundle banner, composed from individual product mockups into a single figure. Daily Grind bundle
The “Daily Grind” bundle banner, composed from individual product mockups into a single figure.
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Run to the Buddha statue An FX3 still from a shoot: running and jogging shots on the way to the white Buddha statue in Phuket. A healthy energy, set in contrast and symmetry with the statue. 
Run to the Buddha statue
An FX3 still from a shoot: running and jogging shots on the way to the white Buddha statue in Phuket. A healthy energy, set in contrast and symmetry with the statue.
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Diana at the gym Diana training at a gym on the Fight Street in Phuket. Meant to encourage young women to build themselves. Not soft and bright, but gritty: exploring their own strength. 
Diana at the gym
Diana training at a gym on the Fight Street in Phuket. Meant to encourage young women to build themselves. Not soft and bright, but gritty: exploring their own strength.
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Early women's banner (AI) Fully AI-generated, one of the early approaches: the black sports piece generated several times, the model described, the brand logo added in Photoshop. The result: a collection banner for the women's line, still on Midjourney. 
Early women's banner (AI)
Fully AI-generated, one of the early approaches: the black sports piece generated several times, the model described, the brand logo added in Photoshop. The result: a collection banner for the women's line, still on Midjourney.
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Jersey campaign (AI) From a Mindset campaign that fully leverages Nano Banana 2 with our models. A product-photo banner for the jersey collection. Our gear is made for heavy work. 
Jersey campaign (AI)
From a Mindset campaign that fully leverages Nano Banana 2 with our models. A product-photo banner for the jersey collection. Our gear is made for heavy work.
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Behind the scenes: Almog A behind-the-scenes shot (iPhone) of a portrait I filmed of Almog Wolf in a Phuket hotel, a short interview I followed, shot and edited. 
Behind the scenes: Almog
A behind-the-scenes shot (iPhone) of a portrait I filmed of Almog Wolf in a Phuket hotel, a short interview I followed, shot and edited.
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Elements: wind symbol The wind symbol for the “Elements” collection of Mindset Muay Thai shorts, AI-generated, in an Asian brush style. An example that icons and design elements can be generated too, not just photos. 
Elements: wind symbol
The wind symbol for the “Elements” collection of Mindset Muay Thai shorts, AI-generated, in an Asian brush style. An example that icons and design elements can be generated too, not just photos.
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Elements: fire symbol Same principle, here the fire symbol, and an example of how consistently a style can be held across several AI generations. 
Elements: fire symbol
Same principle, here the fire symbol, and an example of how consistently a style can be held across several AI generations.
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Animals: panther The panther from the “Animals” Muay Thai shorts collection, one of twelve animals, inspired by traditional Thai tattoos and Sak Yant. For the dark, animalistic instincts you release in combat sport. 
Animals: panther
The panther from the “Animals” Muay Thai shorts collection, one of twelve animals, inspired by traditional Thai tattoos and Sak Yant. For the dark, animalistic instincts you release in combat sport.
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Animals: eagle The eagle from the same “Animals” collection. For air superiority, overview and the fast, targeted strike: qualities you wear and project. 
Animals: eagle
The eagle from the same “Animals” collection. For air superiority, overview and the fast, targeted strike: qualities you wear and project.
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Before the fight (MMA) An FX3 still from the bout of a Brazilian MMA fighter in Mindset shorts: a frame that stuck with me while editing. He's preparing as everything happens around him. Graded in black and white. 
Before the fight (MMA)
An FX3 still from the bout of a Brazilian MMA fighter in Mindset shorts: a frame that stuck with me while editing. He's preparing as everything happens around him. Graded in black and white.
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Moataz: Soldier of God Moataz Ben Aicha landing a punch, in the shorts I designed for him, with a sword and angel wings on the left leg (he calls himself “Soldier of God”). A cinematic, genuine moment. 
Moataz: Soldier of God
Moataz Ben Aicha landing a punch, in the shorts I designed for him, with a sword and angel wings on the left leg (he calls himself “Soldier of God”). A cinematic, genuine moment.
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Wallpaper pack banner A banner from the web design of a product page, banner and copy designed by me. Scrolling reveals the product: digital wallpapers, part of a digital education programme with e-books. 
Wallpaper pack banner
A banner from the web design of a product page, banner and copy designed by me. Scrolling reveals the product: digital wallpapers, part of a digital education programme with e-books.
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Ready for the fight A still from my film about Aryan Asgari's fight at Phuket Boxing Stadium: his Thai coach hands him the headgear. Focused, ready. Ultra-cinematic and one hundred per cent real: one of my favourite shots ever. 
Ready for the fight
A still from my film about Aryan Asgari's fight at Phuket Boxing Stadium: his Thai coach hands him the headgear. Focused, ready. Ultra-cinematic and one hundred per cent real: one of my favourite shots ever.
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Equipment in Thailand A behind-the-scenes shot of my setup in Thailand: Sony FX3, audio rig, ND filter, DJI mics and batteries, plus the MagSafe rig I used to grab BTS photos for Instagram on the side. Equipment in Thailand
A behind-the-scenes shot of my setup in Thailand: Sony FX3, audio rig, ND filter, DJI mics and batteries, plus the MagSafe rig I used to grab BTS photos for Instagram on the side.
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Base in the middle of nowhere Behind the scenes from the same shoot: a lot of gear hauled into an abandoned jungle house that served as our base. Proof that bigger projects with multiple departments work even in places like this. Base in the middle of nowhere
Behind the scenes from the same shoot: a lot of gear hauled into an abandoned jungle house that served as our base. Proof that bigger projects with multiple departments work even in places like this.
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Jersey embroidery (AI) An image from the most recent collection: a very accurate, AI-generated shot of our jersey embroidery, with the model who represented the studio at the time. Jersey embroidery (AI)
An image from the most recent collection: a very accurate, AI-generated shot of our jersey embroidery, with the model who represented the studio at the time.
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3D mockup: No Risk, No Story One of the very first 3D mockups by VFX artist Stellan Jördens: the “No Risk, No Story” shirt, staged with a carbon arm. Modelled in Maya, highly accurate and premium (he was a clothing artist in the VFX industry). 3D mockup: No Risk, No Story
One of the very first 3D mockups by VFX artist Stellan Jördens: the “No Risk, No Story” shirt, staged with a carbon arm. Modelled in Maya, highly accurate and premium (he was a clothing artist in the VFX industry).
- Credits
- 3D: Stellan Jördens
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Newsletter pop-up: wallpaper pack A lead generator on the Mindset shop: leave your email, get a pack of 12 high-quality phone wallpapers instantly. With a quote, with the logo or fully clean, around 60 variations in the end. All designed and generated by me, bundled, pop-up built. People genuinely loved it. Newsletter pop-up: wallpaper pack
A lead generator on the Mindset shop: leave your email, get a pack of 12 high-quality phone wallpapers instantly. With a quote, with the logo or fully clean, around 60 variations in the end. All designed and generated by me, bundled, pop-up built. People genuinely loved it.
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Product shot: Rise Above A product shot for “Rise Above”: a digital course made of several individual products, shown here as one pack. Background fully AI-generated, the e-book and PDF icon composited cleanly in Photoshop. From the early AI days: I briefed the content, AI wrote it, I formatted. A brand-new product, almost out of nothing. Product shot: Rise Above
A product shot for “Rise Above”: a digital course made of several individual products, shown here as one pack. Background fully AI-generated, the e-book and PDF icon composited cleanly in Photoshop. From the early AI days: I briefed the content, AI wrote it, I formatted. A brand-new product, almost out of nothing.
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Size guide for the shop A size guide from the early days, coded myself. I'd often struggled with size charts when shopping online, so I worked out how to explain it per product, easy and without overkill, clean and on-brand for Mindset. One of the first versions I could build back then; later I refined them, the approach stayed. Size guide for the shop
A size guide from the early days, coded myself. I'd often struggled with size charts when shopping online, so I worked out how to explain it per product, easy and without overkill, clean and on-brand for Mindset. One of the first versions I could build back then; later I refined them, the approach stayed.
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Early studio banner: Cooperating at the Top An early studio banner from the experimental phase in Thailand, shot on the Fight Street with an iPhone. The idea: show peace and cooperation in a context that's normally hard and aggressive (combat sport). Paired with the Mindset line “Competition is low vibes. We are cooperating at the top”. A calm, strong frequency in a rough setting. 
Early studio banner: Cooperating at the Top
An early studio banner from the experimental phase in Thailand, shot on the Fight Street with an iPhone. The idea: show peace and cooperation in a context that's normally hard and aggressive (combat sport). Paired with the Mindset line “Competition is low vibes. We are cooperating at the top”. A calm, strong frequency in a rough setting.
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FX3 still: No Surrender An FX3 still just before a fight, in the changing room. The fighter wears the very first Mindset fighting shorts I designed: “No Surrender” across the front. The moment of preparation, right before walking out. 
FX3 still: No Surrender
An FX3 still just before a fight, in the changing room. The fighter wears the very first Mindset fighting shorts I designed: “No Surrender” across the front. The moment of preparation, right before walking out.
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Mobile banner: Get it Done A mobile banner for the Mindset shop during the “Get it Done” campaign. Built with an AI enhancer that was brand new at the time (Krea): upscaling images and adding photorealistic detail. Here with Mindset joggers and logo. A lot of experimenting, a clean banner in the end. Mobile banner: Get it Done
A mobile banner for the Mindset shop during the “Get it Done” campaign. Built with an AI enhancer that was brand new at the time (Krea): upscaling images and adding photorealistic detail. Here with Mindset joggers and logo. A lot of experimenting, a clean banner in the end.
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Winter Arc campaign A banner for the “Winter Arc” campaign, the phase with the strongest growth. Image set up with AI (Midjourney), the logos placed onto masks and jackets in Photoshop, then run as an ad. One of the moments where it clicked for me: I can just blast out exactly the vibe I want. No real snow-forest needed to convey perseverance. 
Winter Arc campaign
A banner for the “Winter Arc” campaign, the phase with the strongest growth. Image set up with AI (Midjourney), the logos placed onto masks and jackets in Photoshop, then run as an ad. One of the moments where it clicked for me: I can just blast out exactly the vibe I want. No real snow-forest needed to convey perseverance.
Music
Mindset Beats Vol. 1
2025 · 21 tracks · 13:34
The first original sound series for Mindset: 21 short pieces, built in two weeks in Thailand in 2025, in Ableton, for reels and ads. Listen here or download.