amour propre
descirption
Since this campaign is Amour Propre's first brand identity, we started off the process with a thorough brainstorming session with a clear goal to get to the roots of what AP stands for: Love for oneself. The dirty type that often gets looked down upon. The one that satisfies your morally questionable desires. The one that screams I look good. We decided to convey the message through a comforting bright, bold yellow.
A part of the campaign was different algorithmic systems that were showcased on the logo as the antropologic equivalent of the bright, interesting patterns animals use to draw attention to the opposite sex. Being generated procedurally meant we could print them on t-shirts, and each image would be unique, as we all are. The second part of the campaign was a short story-driven film. A stone goes through a full metamorphosis, evolving into something new. A simple metaphor for becoming who you are—loudly, and without asking for permission.
Client
Amour Propre
Year
2024
Category
Art Direction & 3D Design
Explorations
