AUTUMN/WINTER 2018 CAMPAIGN
STREET STYLE PHOTOGRAPHY
2018
Objective
Reimagined Iceberg’s brand identity by shifting from traditional studio photography to a street-stylefocused campaign in Milan. The goal was to capture authentic, real-life moments, aligning the visuals with the brand’s bold and contemporary aesthetic.
Key Actions & Achievements
Concept Development & Creative Direction
- Developed a street-style-driven concept, emphasizing spontaneity, movement, and real-world fashion moments.
- Selected outdoor locations in Milan, ensuring a seamless integration of urban energy and high-end fashion.
Location Scouting & Production Execution
- Secured permits for public spaces, enabling a dynamic and unrestricted photoshoot environment.
- Directed on-location photography, capturing models in motion and natural interactions, reinforcing Iceberg’s modern identity.
Post-Production & Visual Refinement
- Curated and refined images, ensuring they aligned with the campaign’s artistic vision.
- Balanced raw, unfiltered aesthetics with high-fashion polish, enhancing the brand’s edgy appeal.
Marketing & Media Distribution
- Lookbook & Collateral – Developed a street-style-focused lookbook, reinforcing Iceberg’s brand evolution.
- Brand Magazine – Published an exclusive magazine editorial, offering an insider perspective on the campaign’s concept, locations, and creative process.
Impact & Results
- Successfully elevated Iceberg’s visual storytelling, connecting the brand with a younger, fashionforward audience.
- Strengthened the brand’s positioning in contemporary fashion, increasing engagement and industry recognition.
