For Napapijri’s SS19 campaign we shifted from the unrecognizable natural landscape of FW18 “out of nowhere” to urban playgrounds offered by the city of Los Angeles.
Our multicultural approach of Napapijri is well expressed by a casting of diverse young and racially ambiguous models, while the story carefully mixes adventure, friendship and romance, promoting an intriguing ritual of initiation of a new tribe member. The campaign is declined both in print images and video.
The art direction to deliver the concept refers to a glitching and oneiric reality. In the print campaign, the same models appear overlapped, freezed in their movements like in single frames. The effect shows different slices of time, creating pace and energy through the multi frames approach and emotive scenes. Layouts are enriched by the oversized logo, dominating the view and appearing as strong decorative element.