Not So Ape - Moiy Thea

YEAR
2021 - 2025

AGENCY
UMBRELLA

ROLE
Art Direction
Apparel Design
Collateral Design
Copywriting
Digital Marketing
Motion Design
Strategy
Styling

Not So Ape is a Tokyo-based unisex streetwear brand celebrating the power of self expression.

Spanning across five bi-annual collections, my responsibilities included handling the brand's Instagram and TikTok content from strategy to execution, generating campaign concepts, directing photo & video shoots, managing email & SMS marketing, as well as overseeing apparel design.

AW23 Collection

For Not So Ape's AW23 collection 'Revolution of Love', I played a key role at every touchpoint—from initial concept development and apparel design to shoot direction and content creation.

TikTok + Reels

Driven by a TikTok-first strategy, high production value videos were mixed with more casual, lo-fi content for a blend of polish and authenticity.