Fred Perry Madrid's shop opening landing campaign.

For Fred Perry store opening in Madrid, we came up with IG campaign idea / imaginary of a lot of polo shirts hang up on a robe after a very Fred Perry laundry. The briefing was about to create with something that felt original, aligned with the brand product and also able to engage with the local community to create a awareness campaign about the brand's new shop in Madrid. We thought about this original type of building in Madrid called "Corrala" where people lives in tiny and old flats around a common patio and everyone knows each other and where you can see the laundry of each and every neighbour hangs their clothes. The idea mixed a lot of concepts, from a Fred Perry polo shirt fan laundry in Madrid, to deliver something very authentic and mixing this local culture with a piece that also has its legacy. This was accompained by a flyposting simulation as a "coming soon" photoshoot that took to me and the photographer in a very hot summer day into the most representative hotspots of Madrid, ones more mainstream and others more thinking about the target. This campaign was shared on Fred Perry global Instagram and also on other brand channels internationally such as Taiwán, Germany or Portugal. This is a work I developed at XXL Comunicación for Fred Perry International / Fred Perry Spain, Pictures credit: Dominik Valvo.