02 — Case Study

MASHA

A self-initiated fictional brand built around the idea of time worn as adornment. What began as a design-school project grew into a complete identity, campaign system and two short films.

Role
Concept · Brand Direction · Art Direction
Disciplines
Identity · Campaign · Visual System · Film
Year
2025
MASHA — the assembly

The Idea

I started with a question: if a brand made objects out of time itself, who would wear them? The answer became a cast of clock-faced figures and a world where time behaves like status, ornament and obsession. The identity, imagery and films all grew from that premise.

The Films

— Two vertical cuts · 9:16

The Campaign

— Key art & stills

MASHA — the suit MASHA — corner light
MASHA — still life
MASHA — detail MASHA — hands MASHA — the mask
MASHA — portrait

In the world

— Campaign 01 · Applied

MASHA — outdoor billboard, "Time isn't the point."
MASHA — editorial spread, "The art of time." MASHA — exhibition poster, "Objects of time."

Let's Create

Start with the idea.

Get in touch

Studio Instagram — @agassi.studio Personal Instagram — @chen_agassi