MY DYSFUNCTIONAL FAMILY
Far from being an ordinary, charming family,
they turned out to be extraordinary eccentrics...
One shirt for every member of the family.
Research
"(How) Can I artistically represent the interconnectedness of
a modern ensemble family while mirroring the familial bond
between two brands—an authentic, non-artificial 'brand family'
that balances individuality with a shared purpose?"
QUESTION
SOURCES
MOODBOARD
& TONE
COMPOSING
THE STORY
The campaign unfolded like scenes from a film, each frame rooted in a story fully told. We wove rich portraits of the characters—their backstories, habits, gestures, and roles within the family. Scenes were shaped with precision, mirroring the layered complexity of literary narratives.
CINEMATIC
KEYS
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Actors and props promptly enter and exit the frame.
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Action queued by action.
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A certain exaggeration defines the depiction.
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Clothes and props are applied with intention, serving the narrative rather than existing as ends in themselves.
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Nostalgia and memorabilia imbue the scenes.
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Each character exists within their own "normal" routine, wearing their unique uniform.
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Absolutist and childlike characters.
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Cinematic lighting over commercial lighting.
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Flat compositions.
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A sense of absurdity.
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Clothes as interconnectivity, weaving familiar motifs into new interpretations.
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Choreographed and synchronized character movements
LOCATION &
REALNESS
Every object on set carried the weight of history, shaped by time and imbued with meaning, each a piece of my family’s story. The location itself, my grandmother’s house—purchased by her father and witnessing generations of our family grow—added a profound layer to the narrative. Even the models were connected, united by familial bonds. I believe this gave the campaign its heartbeat, a sense of authenticity, and a wistful nostalgia.
