Creative Art Direction | Global campaign | BUFF®
Go Bold
The lifestyle campaign embraced the city’s visual vibrancy with the bold statement “GO BOLD,” a claim that set the tone for the entire concept. The knitted lifestyle products were showcased against the backdrop of urban movement, with the art direction focused on cool stylism and capturing the dynamic essence of the city. This approach highlighted the rhythm of urban life—traffic, the flow of cars, and the unmistakable energy of the streets.
At the heart of the campaign was a specially designed knitted balaclava made from Merino Wool, a standout piece that elevated streetwear while aligning perfectly with the season’s emphasis on stylism and cutting-edge trends. Neon lights illuminated night shots, enhancing the collection’s designs with Berlin’s electric spirit. The creative direction went beyond traditional lifestyle imagery, pushing the boundaries of both style and attitude, elevating the brand to a new level.
Across the campaign, carefully crafted visuals and footage were designed to meet a range of content needs, including landing pages, newsletters, web banners, and promotional material for fairs around the world, ensuring a cohesive presence on a global scale.