UNIQLO Europe People Series | Social Media Campaign

Currently creative directing UNIQLO’s first pan-European social media content campaign: A milestone as the Japanese superbrand prepares to celebrate 20 years in Europe. Our concept was clear: We’d not feature bloggers, influencers or models. Instead, we’d capture people whose careers, lives and POVs inspire us. (Personally, the premise that moves me is to showcase why literally everyone I know owns at least one essential from UNIQLO). Friends, family, colleagues and connections of connections (not unlike The Dots), captured in unretouched video, iPhone and medium format cameras, by Claudio Fleitas, a photographer/ videographer with a distinctly mobile-first documentary approach. A departure from the usual hard-luxury edge though very much in line with our (and UNIQLO’s) obsession with high quality, attention to detail and thoughtfulness in design. The UNIQLO Europe People series has just begun & it’s ongoing on @uniqloeurope Instagram Highlights: https://www.instagram.com/s/aGlnaGxpZ2h0OjE4MDUwMTY0MDg3MzgyNDMy?story_media_id=3087453120955360349&igshid=NTc4MTIwNjQ2YQ== #creativedirection #socialmediacampaign #uniqlo #uniqloeurope #design #content