Panda Express // UPRISERS ComplexCon

Creative Director | Director

To authentically enter the streetwear conversation, Panda Express partnered with LA-based label UPRISERS — a brand deeply rooted in community, identity, and contemporary street culture.

Understanding that modern fashion audiences primarily discover, engage with, and shop brands through digital platforms, the campaign was designed to speak the native visual language of social media while maintaining the elevated production value of a premium fashion campaign.

By transforming a Panda Express restaurant into the backdrop for a cinematic social-first fashion film and editorial lookbook, the work blended high-end visual craft with the pacing, spontaneity, and cultural immediacy audiences are conditioned to engage with online.

Casting real figures from the culture at the center of the storytelling allowed the campaign to feel participatory rather than performative — positioning Panda Express not as a brand borrowing from streetwear culture, but as an active presence within it.

The campaign launched through a live activation before extending across Panda Express, UPRISERS, and Complex platforms, creating a culturally driven campaign ecosystem designed for both physical experience and digital circulation.

OOH | Point of Sale | Print | Social | Paid Ad