2023
Project type: Branding Campaign
Role: Conception and actualization
For this project, I was given the freedom to select a brand and design a speculative campaign around it. I chose to lean into Jacquemus’ avant-garde absurdism in their marketing. Drawing from the brand’s recent use of FX and surreal, guerrilla-style imagery – oversized puse cars, monumental storefronts, playful objects scaled beyond reality. Rather than reinventing the brand, I met Jacquemus where it already exists and pushed it further. Plantasia is a fictitious fruit world inspired by the nostalgic, wonder-struck logic of childhood films such as Barbie Fairytopia and Cloudy with a Chance of Meatballs. The result is a vibrant, oversized cityscape built around freshness, color, and sensory exaggeration
The campaign extends beyond imagery into full world-building, supported by collection guidelines informed by trend predictions from Peclers Paris.
Enter the world of Plantasia – a sanctuary where the ordinary transforms into the extraordinary. Inspired by an eternal summer in the South of France, this fictitious fruit world reimagines scale and power, placing humans at the mercy of their environment rather than in control of it.
Towering cherries, peaches, and pears form a vibrant cityscape of green pastures and blue streams, where everyday stress dissolves into a sweet, citrus-tinged atmosphere. In this ecosystem, societal hierarchies fade, giving way to a natural balance between humanity and nature.
Plantasia is a utopia defined by slowness and play: a world where the cost of living is low, time is abundant, and life centers on connection, creativity, travel, and fashion. It invites a return to childlike wonder — an immersive escape that breaks from convention and offers a refreshed way of living.
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