Creative Concept and Art Direction at Original BUFF® HQ
– Global campaign.
A cap is a product that stands for itself, so we do not need to visually explain “how to wear” it. The cap as a storyteller embodies the experiences you’ve lived with it. Your cap is unique, just as the way you live it.
There are many channels to showcase these stories, from digital to print media, from pictures to videos, allowing us to tell the stories of many people through their caps—from the famous to the anonymous, from the young to the old. And one thing is in common: the BUFF® cap serves as a memory of each unique story. Every cap has a story behind it, from how it is born as a product, designed, worn, and associated with feelings, people, and experiences.
The brief was to create a campaign to increase cap sales and push them in the competitive market. The aim was to develop a 360º campaign covering each story—aka each product—from different angles and through various media. We wanted to highlight the stories behind the caps of many people: from the BUFF® Pro Team athletes to anonymous runners, bikers, and hikers, from young to old, etc., while continually building the BUFF® brand community.
To develop the various assets needed for the campaign, we highlighted key products showcasing each segment we wanted to reference. A series of stills and videos were created to cover the basics: website banners, newsletters, social media, e-tailers, POS, windows, etc. The idea was to evolve the campaign with brand content and activations that included real people as storytellers—those who live the experience with the product and can relate to the audience. We sought out different profiles and stories to connect with the audience through emotional approaches (empathy, admiration, etc.) and to bring authenticity and personality to the campaign. It was a simple idea, yet it had an ambitious goal.
To include the range of packable caps, we gave a little twist to the main claim: UNPACK YOUR STORY would be the tagline for those stories that unfold once you unpack and wear the item.
The EVERY CAP HAS A STORY campaign was updated for one of the most important races in trail running: UTMB 2021. As the official sponsor, BUFF® launched a special collection for the event, featuring the BUFF® Pro Team athletes Andreu Simón and Ragna Debats. In terms of art direction, I wanted to imitate the jump of the event logo in real action, capturing the thrill and dynamism of the race while emphasizing the connection between the athletes and their stories.
Role: Creative Concept and Art Direction at Original BUFF® HQ
– Global campaign.
External team: Photography: Michael Müller
Video: Mario Entero | Video Edit: WeareCP
Stylist: Doris Beris | MUA: Sabrina Berger
Photos UTMB: Jordi Saragossa