PAT GUZIK

I miss the sun

Creative concept, production, and art direction of the campaign for the independent sustainable Polish fashion brand Pat Guzik.

The campaign "I Miss the Sun" by Polish sustainable fashion label Pat Guzik is a melancholic visual journey through the streets of London. Known for its transparent and responsible design practices, the brand champions zero-waste principles and ethical production. This campaign encourages viewers to search for moments of light—both literally and metaphorically—even in grey urban landscapes. Celebrating small, everyday joys, the collection reflects the brand’s commitment to conscious creation while capturing a quiet, hopeful optimism