Creative Art Direction at Original BUFF® HQ
– Global campaigns

To create a brand awareness and product-driven campaign, the focus is on The Original Ecostretch® tubular. The campaign was built around the concept of authenticity, expressed through the statement claim: Wear the Original. No fear, no pretentiousness—just a fact. In 1992, Joan Rojas invented the first seamless neckwear ever introduced to the market.

The art direction was carefully designed to emphasize this authenticity, spanning every detail—from location, styling, and actions to the overall visual narrative. Berlin was chosen as the setting to align with the city’s modern, stylish energy. Iconic locations like river bridges, tube stations, and other recognizable spots served as backdrops, allowing the product to be showcased in a cool, relatable way.

The visual narrative was crafted through careful stylism, casting, and movement to express the versatility and everyday wearability of the tubular. The casting focused on cool, diverse individuals, embodying both confidence and effortless style. Actions and interactions were deliberately chosen to reflect real, urban life in a natural yet stylish way.

From the photoshoot’s angles to the composition of the video, every aspect of the campaign was built to communicate the product’s modern and versatile nature. The result is a cohesive, authentic portrayal that ties together the city, the people, and the product.

Role: Creative Art Direction at Original BUFF® HQ
– Global campaigns and seasonal content

External team: Photography: Carles Carabi | Digital operator: Pedro Beraldo | Videography: Tyler Frants | Stylist: Lotta Meyer