JACOB HÄGG multidisciplinary CREATIVE
MUltidiciplinary creative
my work has been featured in:
From concept sketch to cultural reference point.
Brand Evolution
By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.
Cultural Phenomenon
2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.
Cultural Signifier
By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.
Visual Identity System
A systematic visual identity was developed that deliberately incorporates digital loading artifacts and interruption states as core aesthetic elements. The system transforms typically unwanted digital errors—buffering animations, broken image displays, and connection failures—into intentional design choices that question our expectations of perfect digital presentation.
Digital Artifacts Filter
A specialized Photoshop filter was created to simulate authentic digital degradation effects including pixel displacement, scan line artifacts, and compression failures. This tool systematically applies controlled corruption to fashion imagery, creating a deliberate aesthetic of digital breakdown that references surveillance imagery and data archaeology.
E-commerce photography
The photography strategy balanced commercial product requirements with conceptual exploration. Clean, direct product shots ensured clear communication of garments while additional documentary-style captures explored authentic relationships between digital-native consumers and contemporary fashion, creating a dual visual language that serves both commerce and concept.
VHS screengrabs extracted as primary lookbook imagery, embracing intentional degradation and scan line artifacts as aesthetic language
Complete lookbook collection simultaneously captured on VHS creating dual - output imagery —professional stills alongside analog video footage for campaign film
Studio projection system displaying data transmission messages and connection errors onto physical screens — merging digital vernacular with photographic staging
Social Media Strategy
The content approach prioritized authentic documentation over polished marketing presentation, using strategic restraint to build anticipation. Complete lookbook content was reserved exclusively for the website rather than distributed across social platforms, transforming the site into a primary destination. Social media functioned as directional content, guiding audiences toward the full narrative experience through carefully curated preview material that established clear hierarchy.
Lookbook
Photography was captured using a Contax G2 camera with black and white Kodak film stock, selecting analog photography to create deliberate contrast against the project's digital themes. The analog photographs were combined with VHS screengrabs and early internet-era digital assets to establish a cohesive aesthetic that referenced late 1990s and early 2000s digital culture, creating layered visual storytelling that merged multiple technological eras.
ai generated Art gallery
In 2025, I founded Negative Space, a digital gallery where AI and human creativity engage through visual expression. The gallery showcases limited-edition digital artworks that exist between artistic intent and algorithmic manifestation.
Each collection examines specific conceptual territory through careful curation of visual elements and philosophical inquiry. Unlike commercial AI applications, these works foreground the creative dialogue itself - making visible the conversation between human direction and machine interpretation.
The result is not merely images but artefacts of a new kind of creative process, exploring the tensions between absence and presence, chaos and order, human and machine.
the raw lens
JACOB HÄGG multidisciplinary CREATIVE
Jacob Hägg is the creative director of Intelligence Matters & part of Haegg & Haegg. See his previous work below.
MUltidiciplinary creative
my work has been featured in:
From concept sketch to cultural reference point.
Brand Evolution
By 2014, Brashy Studios had evolved to a globally recognised brand through strategic retail partnerships. I developed a visual language that combined clinical minimalism with experimental styling — creating campaign imagery with a signature aesthetic dialect.
Cultural Phenomenon
2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes.
Cultural Signifier
By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier — I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become referenced across art, fashion and music.
Visual Identity System
A systematic visual identity was developed that deliberately incorporates digital loading artifacts and interruption states as core aesthetic elements. The system transforms typically unwanted digital errors—buffering animations, broken image displays, and connection failures—into intentional design choices that question our expectations of perfect digital presentation.
Digital Artifacts Filter
A specialized Photoshop filter was created to simulate authentic digital degradation effects including pixel displacement, scan line artifacts, and compression failures. This tool systematically applies controlled corruption to fashion imagery, creating a deliberate aesthetic of digital breakdown that references surveillance imagery and data archaeology.
E-commerce photography
The photography strategy balanced commercial product requirements with conceptual exploration. Clean, direct product shots ensured clear communication of garments while additional documentary-style captures explored authentic relationships between digital-native consumers and contemporary fashion, creating a dual visual language that serves both commerce and concept.
VHS screengrabs extracted as primary lookbook imagery, embracing intentional degradation and scan line artifacts as aesthetic language
Complete lookbook collection simultaneously captured on VHS creating dual - output imagery —professional stills alongside analog video footage for campaign film
Studio projection system displaying data transmission messages and connection errors onto physical screens — merging digital vernacular with photographic staging
Social Media Strategy
The content approach prioritized authentic documentation over polished marketing presentation, using strategic restraint to build anticipation. Complete lookbook content was reserved exclusively for the website rather than distributed across social platforms, transforming the site into a primary destination. Social media functioned as directional content, guiding audiences toward the full narrative experience through carefully curated preview material that established clear hierarchy.
Lookbook
Photography was captured using a Contax G2 camera with black and white Kodak film stock, selecting analog photography to create deliberate contrast against the project's digital themes. The analog photographs were combined with VHS screengrabs and early internet-era digital assets to establish a cohesive aesthetic that referenced late 1990s and early 2000s digital culture, creating layered visual storytelling that merged multiple technological eras.
ai generated Art gallery
In 2025, I founded Negative Space, a digital gallery where AI and human creativity engage through visual expression. The gallery showcases limited-edition digital artworks that exist between artistic intent and algorithmic manifestation.
Each collection examines specific conceptual territory through careful curation of visual elements and philosophical inquiry. Unlike commercial AI applications, these works foreground the creative dialogue itself - making visible the conversation between human direction and machine interpretation.
The result is not merely images but artefacts of a new kind of creative process, exploring the tensions between absence and presence, chaos and order, human and machine.
the raw lens