THE NEED

The campaign showcases an ultra-active generation driven by their passion for outdoor activities, streetwear, and a style that represents them more than anyone else.

OUR APPROACH

« A Journey by K-way » showcases 5 profiles that represent the desire to embrace brands and their references to live their passion more fully.

A passion for outdoor showcased through videos in which @trobrillants, @baby.binch, and @hannah__dasilva share their journey within their fields. A studio xR shoot was carried out to respect an ecological constraint that has become a norm for both the brand and its audience.

A passion for upcycling represented by @franckpellegrino, who designed the decor for the brand’s pop-up store at Citadium, and @freakydebbie, who created two exclusive pieces and organized a workshop open to all.

EXECUTION

→ CREATIVE STRATEGY

→ CASTING/INFLUENCE

→ ARTISTIC DIRECTION

→ CONTENT PRODUCTION

→ SHOOTING

→ EVENTS PRODUCTION (WORKSHOP UP-CYCLING + POP UP STORE)

→ MEDIA AMPLIFICATION @VIEWSFRANCE & IN STORE @CITADIUM