Mackage — Spring-Summer 24 Campaign

Art direction, brand image,, design direction & creative lead.

Creative work for Mackage’s worldwide Spring-Summer 2024 Campaign, centred around the brand’s ethos ‘Aesthetics that Protect’. Set against a brutalist backdrop, and putting forward their latest celebrity brand ambassadors, Stella Maxwell and Alexander Skarsgård, the campaign highlights the collection's dedication to versatility and protection — seamlessly adapting to seasonal shifts with innovative materials and silhouettes. The essence of Mackage itself.

As the brand’s Art Director, I conceptualized and developed the campaign and its multichannel executions including (OOH, social, YT & digital ads, print & PR), creative and brand image assets based on the brand’s codes, and directed the design team to deliver a focused campaign that had an iconic impact on further elevating brand value and perception, and reaffirming its lead in the luxury outerwear international landscape.

Below, a snapshot of the campaign’s look & feel and its diverse assets.

Aesthetics that Protect

Echoeing Montreal’s well known brutalist structures, the cinematic campaign has yet another brutalist architectural icon as backdrop, this time located on the Californian coast: one of the projects designed by Frank Lloyd Wright’s son. These imposing structures were also amongst the collection’s inspiration, from the very beginning in its design stage.