Carabinieri Eyewear - We Have The Right To Remain Loud

Premise: a child of rejection. Some projects, not favored by clients, are still worth showcasing to the world. This was the case for a project I pitched to an Italian eyewear brand. For the sake of the NDA, its name has been re-invented, however, the brand´s background, its positioning, and the challenges it faces in the contemporary market are all replicated as of the original brand. Let´s dive into it. Picture an Italian eyewear brand with a name that sparks controversy - CARABINIERI, meaning carabiniers in English. This brand has been in existence since the 1980s and has gained attention and popularity among a very specific customer base - confident alpha males with a very masculine outlook on life. In its heyday, someone like Magnum P.I. would have been their brand ambassador, and today someone like Ronaldo would be the face of the brand. The brand realized that the outdated positioning built around alpha males was a problem. To update its presence and become more inclusive, it moved from toxic masculinity towards a diverse and welcoming customer base. The idea was to give the "aggressive power" associated with the brand name CARABINIERI to a modern human of all ages, colors, and sexual orientations. This man is multifaceted, vulnerable, and bold in their way. Starting with a well-known Miranda Rights script, one of its lines was turned into a manifesto of freedom. The message is that fashion has no boundaries and everyone has the right to be loud. This material was 100% virtually produced and the characters are metahumans designed according to the strategy, styled digitally, and shot on a virtual camera in digital space.