These beautiful and surreal images belong to the Sony 4K campaign that was shot in Costa Rica, where millions of flower petals were spread in a little village. The team collected botanical life (around 3,5 tons of petals) for two weeks and then proceeded to create the live art pice: “The petals were blown and exploded throughout the landscape, whirled through the prismatic suburban streets, blasted out from a neighboring volcano, and blanketed on a pathway”. The photographs were taken by Nick Meek and the campaign was created by McCann.
In order to create an identity for a label, every aspect of it must be taken care of. The clothes speak for themselves, but they also need the help of endless other elements: the stores decorations, the fashion shows, and the campaigns, to name a few. While looking for information for the article I wrote for Runway Rider in Vogue Spain about Alexander Wang’s career keys I revisited the label’s campaigns and immediately perceived the brand’s ideals (even though I already knew them). Spontaneity, rebellion, youth, freedom, happiness, sport, honesty, irony, creativity, mystery… They are achieved very effectively.