Do not follow anybody. Be an undisputed free spirit.
We live in an age in which we are pushed to fit in and be alike: filters, makeup tutorials, #likesforlikes, hearts... How can an outsider brand relaunch for the new generation?
By being real to its roots and stop doing what the fashion industry does. A campaign made of real stories was created with no scripts, no makeup, no retouches. Just the stories of inspiring people who fought to be themselves. The campaign showcased globally in OOH, print, digital platforms and point of sale all over the world. A special installation was created to crash some of the fakest events NY Fashion Week and the Milan Fashion Week.
And most importantly, as a fashion brand, Carrera hopes to make this generation proud of being real.
Role: Art Director, Concept Creative
Awards:
ADCI Awards: Bronze
OOH丨Teaser
Online Videos丨Unconventional Heroes
Print & OOH
#DRIVEYOURSTORY丨Fanzine
Milan Design Week丨Carrera Studio