A Hat Drop for Minus Cloud Nine
When Minus Cloud Nine reached out about shooting their newest collection of caps, we instantly knew it was something we wanted to be a part of. This wasn’t just product photography, this was a collection rooted in message.
Their designs are simple but powerful: one cap reads “Overwhelmed”, the other, “Sensitive”, both created for people who are tuned into their emotions, self-awareness, and mental health. It’s thoughtful, wearable design, and our shoot had to reflect that.
Starting with Intention
We kicked things off with a mood board. Not just for style, but for tone. We wanted every shot to feel grounded, quiet, reflective, the same kind of space these words live in.
Our first location: a green, open space. Soft light. Calm environment. We kept the styling simple, letting the hats speak, with just enough of our model to show how they’re worn without distracting from the words. Each colour, each design, captured with purpose.
Studio Time
Then it was back to the studio, our go-to backdrop, our go-to setup. But this time, we pushed things a little further.
We shot clean flat lays, but played with shape and repetition, stacking the caps, building balance, making them float. The goal was to keep the styling strong but let the product remain the focus. We wanted movement without chaos, clarity without being cold.
Side note: our favourite shot? A stack of caps, almost floating in mid-air.
From Lens to Launch
The final images have now gone live on the Minus Cloud Nine website, sitting proudly alongside the collection, ready to be worn by people who see themselves in those quiet, bold words: Overwhelmed. Sensitive.
For us, it was more than just another product shoot. It was design, emotion, and visual identity coming together, the kind of work we love doing.