The relaunch of a signature piece under a new artistic director required a clear creative vision, one that could honour its heritage while positioning it within a contemporary cultural conversation.
The intervention combined a strategic analysis of the relaunch’s stakes with a close read of how the piece had been received publicly, translating both into four distinct campaign propositions. Each included precise visual direction, campaign positioning, references from the art world, and benchmarks from comparable brand moments. The new artistic director selected one of the four propositions. The resulting campaign — both video and photo — followed the submitted visual direction closely.