Je suis la canicule

A visual campaign imagining the “bad advice” of a stubborn southern macho who ignores every heatwave warning and fights la canicule his own way. Inspired by pétanque, pastis, and the old kéké spirit. I designed the logotype as tattoo lettering that echoes retro signage, with sharp edges inspired by the kermes oak. The visuals mix my own photographs with AI, hand-retouched to extend the tone into a full campaign.