We delivered a sophisticated sizzle reel to commemorate five years of MELI.

From Chloe Bailey to Young Thug, MELI is quickly becoming the brand of choice for countless sophisticated streetwear connoisseurs. MELI—an acronym for More Equality Less Ignorance—is a fashion brand that is committed to social change by creating a more inclusive and aware society.

Monty Matuka, founder and creative director of MELI, had previously partnered with us to create video content for his brand. So, when it came time to celebrate MELI’s 5th anniversary, he called on INNOVATIVE to create a fast-paced, action-packed video that would encapsulate all MELI has achieved.

Monty didn’t have small plans for the video’s debut either. He decided to unveil the video during MELI’s 5th Anniversary Fashion Show, held during the 2025 WNBA All-Star Weekend—one of the biggest moments of the year for Indianapolis.

We leveraged non-linear storytelling to highlight key aspects of MELI’s brand.

Summarizing five years in a matter of minutes takes careful crafting. That’s why we opted to approach the video through a non-linear lens, piecing the story together through key topics and landmark moments. Celebrity appearances, runway fashion shows, and a commitment to social change are just a few facets of the brand we showcased in the video.

We took special care to ensure the video captured MELI’s effortless style and sophistication, using quick cuts that reveal each story beat in time to the music. We also refrained from any specific references to the anniversary, opting to tell the brand story in an evergreen way that celebrates the past while also promoting the future.

Our team loves collaborating with our clients to execute their unique vision.

With our office right down the street, Monty joined us in the edit bay to ensure the video truly resonated with his brand and audience. Hearing his real time feedback, we were able to instantly implement his ideas—and we got to watch his reaction as we brought his vision to life.

The finished piece carries a powerful momentum, ideally suited for the cheers and applause of its live unveiling. With five years down and more ahead, we look forward to seeing how MELI continues to challenge the status quo in the years to come!