Eric Hason Shoots Guerrilla-Style Campaign for Secret Mission in NYC’s NOMAD and Flower Market
New York City is the ultimate playground for fashion and photography, offering a dynamic backdrop of gritty streets, towering skyscrapers, and hidden gems that bring campaigns to life. Recently, NYC-based photographer Eric Hason took to the streets for an electrifying guerrilla-style photoshoot for Secret Mission, a fashion brand known for its edgy yet sophisticated designs. With the brand’s showroom nestled in the heart of the Flower Market . Hason harnessed the energy of the city to create an authentic, high-impact campaign that perfectly captured Secret Mission’s essence.
Guerrilla-Style Fashion Photography in Action
Unlike a traditional studio shoot, guerrilla-style photography thrives on spontaneity and real-world elements. Armed with a minimal crew and an eye for storytelling, Eric Hason embraced the Flower District’s vibrant streetscape, weaving together high fashion with the raw beauty of New York’s urban landscape.
Just prior to shooting, the client and photographer secured permission to shoot in two storefront flower and plant wholesalers, as long as the team did not interrupt business. This access allowed them to integrate the lush, vibrant flora into their shots, adding a rich, organic contrast to the brand’s sleek aesthetic.
The district, renowned for its lush floral displays and industrial-chic atmosphere, served as an ideal contrast to Secret Mission’s bold, fashion-forward pieces. Models posed among stacks of fresh blooms, metal roll-down gates, and bustling sidewalks, creating a striking juxtaposition of nature and city grit.
The Secret Mission Aesthetic Meets NYC Energy
Secret Mission is a brand that thrives on mystique, modernity, and metropolitan chic, making New York’s ever-evolving streets the perfect canvas. Hason’s signature photography style—clean, dynamic, and emotionally resonant—blended seamlessly with the brand’s avant-garde pieces.
Outfits featured structured silhouettes, fluid fabrics, and edgy accessories, all standing out against the district’s textured backdrops. Whether capturing a model striding confidently down a narrow alley or framed against the neon glow of a hidden storefront, every shot exuded effortless cool with an urban edge.
In addition to the Flower District, the team also shot on the streets of NOMAD, another dynamic NYC neighborhood known for its architectural charm and bustling energy. These varied locations provided an array of visual textures that elevated the campaign’s aesthetic.
Capturing the Moment: Challenges and Triumphs
Guerrilla-style shoots come with their own set of challenges—unpredictable weather, shifting light conditions, and the ever-present flow of pedestrians. But these very elements contributed to the shoot’s organic and unfiltered feel. Hason’s ability to adapt and use the environment to his advantage ensured that the campaign visuals felt fresh, raw, and intimately connected to the city’s energy.
One standout moment? A fleeting burst of golden-hour light cascading through a side street, illuminating the model just as she adjusted her Secret Mission trench coat—an unplanned, magical New York moment that could never be replicated in a controlled studio.
To keep the production smooth, The Ace Hotel graciously allowed the team to use their lobby to stage and change the model, providing a much-needed hub for organization and wardrobe transitions. This generosity contributed to the overall success and efficiency of the shoot.
Final Thoughts: The Power of the Streets
Eric Hason’s guerrilla-style shoot for Secret Mission proves that fashion photography isn’t just about garments—it’s about atmosphere, storytelling, and capturing a fleeting, powerful moment in time. By utilizing the Flower District’s unique charm, securing access to key storefronts, and embracing the unpredictability of the city, this campaign feels less like an orchestrated fashion spread and more like an integration of the brand and it's hometown giving an air of mystery and urgency.
Secret Mission’s latest collection, now immortalized through Hason’s lens, is a testament to the synergy between high fashion and the streets that inspire it. This campaign doesn’t just showcase clothing—it tells a story, one where style and spontaneity collide in the heart of New York City. It was a successful, fun day, and the results speak for themselves.
A big thanks to makeup artist and hair stylist Maria Oviedo and stunning model Oksi Stoia with Elite Model Management for bringing our creative vision to life!