Braking is Fear

Last year, we took on a simple challenge with a hard edge: Kaï Rillaerts had the talent to dominate globally, and his brand had to stop playing small. Kaï already broke the status quo on track, but the identity around him still leaned too race-centric and too surface-level to carry the bigger ambition.

So we shifted the entire frame. The mission became cultural credibility: Kaï as a tastemaker for the next generation.
Built through shared values, authentic collaborations and real experiences.

That’s why we went chrome.

Kaï was a unicorn talent. So the personal brand couldn’t live in one dominant color. Hence chrome. It gave us a fluid identity. Modern, timeless, reflective. A neutral canvas that could adapt to culture and collaborations without losing its signature. It also carried the right associations: performance, precision, technology, exclusivity. From race cars to high-end fashion, chrome signals excellence.

We built a visual language where racing met lifestyle.

Photography went full “slice of life”: dynamic flash, sharp contrast, immediate energy. Raw urban texture colliding with polished details. Streetwear, motorsport, lifestyle culture, golfing and new luxury tension in the same frame. Video followed the same rule: story-first, energetic cuts, handheld movement, moments that felt alive and unscripted.

Finally, we anchored everything in one mantra:

Braking is fear.

Fear of failing. Fear of standing out. Fear of being different.
Kaï didn’t brake. He pushed past limits, past fear, past status quo.