A landmark anniversary campaign for one of the house’s most iconic products called for a release strategy as considered as the creative itself. The campaign was built around two photo shoots featuring a cast of high-profile personalities, structured to unfold across two distinct release phases.
The intervention required designing multiple release scenarios for each phase: mapping the sequencing, timing, and narrative logic of how the campaign would reach the public. Each scenario balanced creative impact, media momentum, and the specific weight that each personality carried within the brand’s cultural ecosystem.
The work sat at the intersection of campaign strategy, influence architecture, and editorial thinking, ensuring that the release itself became part of the story.