The New
Luxury
Branding Campaign

Defining the new luxury

Art direction and design for a branding campaign of a well known luxury brand.

Collaborating with AKQA Tokyo, we art directed and designed this brand campaign and brand world pitch, which wasn't produced or used by the brand.

Bold, fearless, rebellious and unapologetic, breaking up with the old aesthetics of luxury and expressing the values of those inspiring people who won't be hammered down, those who don't follow culture but invent it, those who disrupt and create their own world, those who lead the way.

decay_poster_7lowresdecay_poster_7lowres
juc_posters_2juc_posters_2
posters_allposters_all
juc1juc1
titlestitles
juc_posters_3juc_posters_3
logos_alllogos_all
decay_walldecay_wall


Users would be invited to generate their own customizable posters

garagegarage
logo_9logo_9
user_postersuser_posters
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logo_6logo_6
tokyo_2tokyo_2