Art Direction & Design, in collaboration with Johannes Leonardo.

The concept centred around disruption, challenging the status quo and the brand heritage itself. It drew on reseller culture, portraying a bootleg, blackmarket aesthetic across campaign, launch and activation.

Photographer: Juergen Teller
Creative Director: Ferdinando Verderi
Design Director: Annie Sterenberg
Art Director / Designer: Olga Okun
Agency: Johannes Leonardo