"Be Essential" Campaign

Fall 2021

For that season, we projected the idea of preparing for the new world and the “next normal” by providing what’s essential. We focused on essential key items and highlighted the product’s comfort and performance attributes that are essential for meeting the demands of our busy work/life schedules.
The campaign was shot by Carlos Serrao during the pandemic in a studio in NYC, and uses a combination of real projections, a rotating plinth, and models with the ability to expressively create dynamic movements to further highlight the product’s tech features.