Challenge

To create a fashion campaign that not only draws attention but also creates a lasting impact. A fashion campaign that inspires people to make positive changes to foster personal growth without coming across as preachy.

The result

To inspire people to change, you must ask them to question themselves. In order to do so, they must first learn how to rebel- Just like Prometheus, who defied the gods to bring fire to humanity. My team and I created a modern-day retelling of the story of Prometheus to deliver this campaign’s message. To avoid sounding overly preachy, we created a conceptual fashion film that leaves much to be interpreted to evoke curiosity. In the fashion film, we used the same model for Zeus and Prometheus. We did this for two reasons: to create an undertone of inner conflict, and allow the viewer to see themselves as both charactors. The editorial serves to provide the consumer with additional context and background of the characters.