Abzal Issa Bekov
For fashion designer Abzal Issa Bekov I developed a campaign to promote his FW16 collection. Bekov explores ideas around anonymity and ambiguity by mixing mainstream with subcultural elements.
The campaign served as an extension to these ideas by exploring a picture-sharing mentality at the threshold between private and public: In order to view the campaign the audience was encouraged to whatsapp an anonymous phone number.
For the duration of the campaign images were sent out to everyone getting in touch. Each user received a unique combination of images we had photographed in Berlin.
By partnering with Dazed Digital the campaign was introduced to a large audience with a feature-length article about Bekov’s work.
The campaign also featured on the digital channels of Elle Magazine, trend forecasting company Future Laboratory, and London consultancy Protein.