RELEASE BETA
CLIENT
Autrique Brand
TYPE OF CLIENT
Fashion | Lifestyle Brand
CATEGORY
Product Launch Campaign | Photography | Social | Digital
BRIEF
Beta emerged as a purse collection shaped by the contradictory expectations placed on women. Metal boxer handles disrupt soft silhouettes, reflecting the modern demand to remain graceful while carrying one’s own defence. The campaign set out to make this tension visible, without neutralising it.
METHOD
The campaign leaned into contradiction—softness meeting resistance, femininity stepping into traditionally masculine ground. Shot in a tyre-repair district in Mexico City, surrounded by mechanical grit and workshop clutter, the setting sharpened the collection’s conversation around strength and self-reliance.
IMPACT
The campaign launched during Black Friday, driving strong sales while establishing a visual language that unified both the brand and the product line.
ROLE
Art Director | Photographer
