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Loewe: Wohnlich Campaign

Reflecting Bodo’s vision as Creative Director, the bild 5 product and campaign was implemented to soften the ultra-masculine aesthetic usually associated with technology and gain a more unisex appeal.

Reflecting Bodo’s vision as Creative Director, the bild 5 product and campaign was implemented to soften the ultra-masculine aesthetic usually associated with technology and gain a more unisex appeal.

The project brought together Laura Fulmine (styling), Michael Donath (photography) and Undercreatives (film).

Shot on location in Girona, the campaign encapsulates the design intent behind the build 5, bringing a warm, human-centred approach which is often missing in conventional home entertainment marketing.  

 

To launch the bild 5, the ‘Wohnlich’ campaign, shot at Alemanys 5 in Girona, Spain differentiated the bild 5 from Loewe's TV offering and softened the visual language of the German brand. Providing art direction alongside Studio Small, we directed the campaign to align with a warm, minimal aesthetic.