A landmark anniversary campaign for one of the house’s most iconic products called for a release strategy that would carry the same care as the creative work. The campaign was built around two photo shoots featuring around twenty-five high-profile personalities, and designed to unfold in two successive waves.
Three release scenarios were developed for the campaign, each mapping the sequencing and narrative logic of how it would reach the public. Each scenario proposed its own storytelling and targeted activations, and weighed the media momentum of each wave against the specific place each personality held within the brand’s cultural ecosystem.
Combining campaign strategy with editorial thinking, the work treated the release itself as part of the story, and provided the framework on which the final campaign was structured.