Shot in the newly opened Mutt HQ, the House of the Unholy photoshoot was designed to introduce the space with the same raw, industrial energy that defines the brand. The concept blended underground biker culture, cinematic grit, and a hint of the occult, creating a visual world that felt both timeless and rebellious.

I led the conceptualisation and art direction, ensuring the shoot captured the dark, atmospheric essence of Mutt. The HQ itself became part of the narrative—its exposed brick, steel structures, and moody lighting serving as the perfect backdrop. I also handled casting, selecting individuals who embodied the brand’s attitude and aesthetic, making the shoot feel authentic and lived-in.

Overseeing post-production, I guided the edit to enhance the grimy, cinematic aesthetic, bringing out the rich textures and stark tones that define Mutt’s visual identity. The final imagery cemented the House of the Unholy as more than just a collection—it was a statement, marking a new era for Mutt in a space built to embody its outlaw spirit.