A campaign is about the idea. Not the clothes, not the faces, but the atmosphere behind the collection. It’s the mood, the time, the place. It’s the feeling that should stay with the viewer. Often, the brand’s core message comes through as well.

 

It’s about creating a world where the collection exists. Rough concrete or blurred city lights, A sterile white background or a dusty road in the sunset—every detail serves a purpose.