2X4 BOOT
MSCHF
project
client
JUICE HOUSE partnered with viral streetwear disruptor MSCHF to lead the launch of their “2X4 Boot” campaign—an unapologetically bold statement in both form and message. To match the energy of the silhouette, we tapped legendary filmmaker Spike Lee to front the campaign, captured through the lens of his daughter, director and photographer Satchel Lee.
The resulting visuals sparked conversation across fashion and culture outlets—celebrating individuality, generational creativity, and the collision of art and streetwear. The campaign pushed beyond hype, illustrating the impact of boundary-breaking partnerships built on intention and originality.
“The campaign for the “2x4 Boot” is as unique as the shoe itself, featuring legendary filmmaker Spike Lee. Adding a layer of familial creativity, the campaign is lensed by Satchel Lee, Spike Lee’s daughter, who brings her own artistic vision to the forefront and capturing the boots in a light that reflects their bold spirit.”
— Samantha Lee, Hypebeast