HOECHITECTURE
BY HANNA ALI



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A spatial practice,
with a touch of love.

US ↔ UK.

Performance / Interior / Experience

MADNESS TO PERFECTION
THE FRONTAL QUEEN

Creative Direction, Brand Campaign
2024, Palm Springs

A journey through the lives of iconic female archetypes, set against the surreal backdrop of the California desert.

We directed five scenes — Madness to Perfection at Salvation Mountain, Born Sexy Yesterday, Poor Little Rich Girl, The Double Edge of Beauty, and Manic Pixie Dream Girl — each reflecting how femininity is shaped and mythologized in film.

In collaboration with The Frontal Queen, we explored identity through hair, launching their new product range with bold, pink branding in an unexpected, dreamlike universe.

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