Helvet New York / Early brand content
Helvet New York was building its presence as a fashion brand. Lucas Mora helped shape that early chapter by organizing and photographing its first photoshoot, producing additional brand content, running advertising, and promoting the clothing through UGC.
The brand
Helvet New York presents itself on its website as an independent New York ready to wear label. When Lucas got involved, the brand was at the very beginning: no archive of imagery yet, and no content library to promote from.
Milestone 01
Every image a young label shows the world starts somewhere. For Helvet New York, it started with a shoot Lucas organized and photographed himself, the brand’s first.
Organizing meant turning the clothing into a plan for a day of shooting. Photographing meant presenting the pieces the way the brand wanted to be seen, so the results could carry the label everywhere it appeared next.
Lucas set up the brand’s first photoshoot.
He shot it himself, behind the camera.
The clothing became the brand’s first photographic assets.
Milestone 02
One shoot gives a brand a starting point. Lucas set up and shot additional photoshoots, building a wider library of brand content for the label to use across its channels.
Milestone 03
The content did not stop at the shoot. Lucas promoted the clothing online through UGC, putting the pieces in front of people through creator content, and ran advertising for the brand.
That is the connection this project shows: the first photographs gave the brand something worth promoting, the additional shoots kept the content coming, and UGC and advertising took it to people who had never seen the label.
Lucas Mora’s role
Project evidence
This reel on Lucas’s Instagram is a public example of his work with the brand. Open it on Instagram if the embed does not load.
What We Delivered
Helvet New York came out of this period with its first photographs, additional shoots behind them, and promotion already running through UGC and advertising. No sales or audience figures are published.
Delivered
The images from the brand’s first ever photoshoot.
Delivered
Further photoshoots that expanded the library of imagery.
Delivered
Creator content that promoted the clothing online.
Delivered
Paid promotion that ran for the brand.
Responsibilities are Lucas Mora’s own confirmed account of the work. Public background comes from the sources listed. No sales, spend, reach, or follower figures are published.
The brand’s description of itself as an independent New York label
Public example of Lucas’s work with the brand
Helvet New York questions
Lucas Mora helped Helvet New York get started. He organized and photographed the brand’s first ever photoshoot, set up and shot additional photoshoots, promoted the clothing online through UGC, and ran advertising for the brand.
A reel featuring the brand is published on Lucas Mora’s Instagram account, @fxxk.lucas.
Watch the reel on Instagram (opens in a new tab)Related work
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Next step
Plan a photoshoot, a content library, and the promotion behind it with FXXK Agency.