We decided to use Athens as the backdrop for Versace Jeans Couture as an exploration in juxtaposition; mixing the classic and the underground in a campaign that embodies the brand's ethos.
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We were responsible for coming up with the campaign concept as well as establishing the right creative talent to execute it. In addition, we coordinated all aspects of production and post production between Greece, Italy and the United States.
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Throughout the film, directed by Matvey Fiks, and the stills, shot by Daniel Regan, couture inflection is combined with aggressive streetwear style; creating a raw portrayal of individuality and youth culture.
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The campaign rollout started with Billboards in Milano and continued for the whole season with collection drops in sync with social releases. We provided an extensive content package aligned with the promotional schedule of the brand.
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