How it's made

Streetwear & Culture Content Production in Los Angeles Copy

Street brands don’t grow by looking like traditional brands. Streetwear, cannabis, energy drinks, and other culture-driven products live inside music, fashion, nightlife, skate, cars, underground art, and internet culture — so their advertising has to speak the same language.You can’t capture street energy by over-directing it. We create the situation, set the conditions, and give the person in front of the camera enough freedom to show their madness, personality, or whatever makes them impossible to ignore. That’s the runngun style: raw, culture-driven video campaigns built around references, subcultures, product identity, and the audience already surrounding the brand — from cinematic campaigns and music-video-style commercials to social content for Instagram, TikTok, and YouTube.

Client

StDes, Shooters, Gorilla energy, Lime, Good

Location

Los Angeles

category

Content

director

Dmitry Lysan

director of photography

Novskii

Lime

Gorilla Energy

Push to play

Young brands often need more than content — they need a visual identity. At runngun Media, we help emerging streetwear, cannabis, lifestyle, and culture-driven brands develop their own visual language. By getting deep into the client’s world, we pick up on their energy, pace, taste, color palette, and cultural references - then turn those signals into visuals that feel specific to that brand and no one else.Lime is a young California cannabis brand built around a simple, organic product with a more selective, premium edge. For its content, we created a visual concept inspired by equestrian culture - combining street authenticity with the refined world of horseback riding. The contrast gave Lime a distinctive visual identity instead of relying on familiar cannabis advertising clichés. Watch here as a skater makes a knight’s move.

How do you make an energy drink campaign feel global without losing its street roots? We can explain it — and show you exactly what we mean. Gorilla is an energy drink brand closely connected to music, street culture, combat sports, and esports. For this campaign, the client wanted a global visual language that could work across European markets without turning into generic, polished energy drink advertising. So we kept the production close to the culture itself: a couple of tough guys, a regular skate park, and enough freedom for real moments to happen. In true runngun - or, in this case, Guerilla — style, we created the conditions and let the neighborhood give us the rest. Raw movement, real personalities, concrete, sweat, attitude - nothing that feels like it came out of a traditional commercial template.Don’t just take our word for it — watch the Gorilla campaign right here.

Push to play

St Ides is a well-known cannabis brand with roots tracing back to the golden era of hip-hop in the late '80s and '90s. Originally famous for its popular malt liquor—remember that big bottle Loc Dog had in "Don't Be a Menace to South Central While Drinking Your Juice in the Hood"? That was a parody as "STDIES", cleverly integrated as product placement. St Ides has countless collaborations with artists like Snoop Doggy Dogg, Eminem, Macklemore, Warren G, Nate Dogg, Ice Cube, and Wu-Tang Clan. These old-school legends have referenced St Ides products in their lyrics and even in song titles. Today, St Ides blending respect for its street heritage with a modern focus on quality and authenticity, it’s more than just a product—it’s a true cultural icon.

Push to play

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With brands like St. Ides, the references are already part of the product. Its identity is tied to the golden era of hip-hop, West Coast culture, music videos, album covers, street humor, and decades of artist collaborations. So instead of forcing a new visual language onto the brand, we dig into that history and pull out the codes people already recognize — then rebuild them in a way that feels current. A reference can come from an old commercial, a movie scene, a rap video, a specific camera move, wardrobe detail, color palette, or even a joke that only the right audience will catch. We don’t copy the reference. runngun scripting is built on cultural flashbacks — finding the references people already feel something for, then reshaping them into something that belongs to the brand today. Watch the StDes campaign right now.

Push to play

https://cdn.prod.website-files.com/66b6fadc8b19345bbd0b20cb%2F66d3ebc2977df99bafa7c065_Street_square-transcode.mp4

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runngun.media@gmail.com+1 (310) 925 3663
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