Loreak Mendian Campaign

Loreak Mendian is a Basque fashion brand that reinterprets wardrobe classics in timeless and functional designs, minimalist cut and quality materials. The brand launches several capsule collections around a common concept, but DOT collection is one of the most important for the brand.

This collection maintains all the aesthetic attributes of the brand with garments that revolve around the dot or circle. This acts as a contrasting element and touch of color that elevates each piece beyond classic staples. The objective of the launch campaign was to communicate, in a creative but coherent way with Loreak Median's positioning, the concept of this capsule collection.

Under the name "Connect The Dot", the campaign was inspired by the subway maps, an icon of modern life and pop culture. The launch of the campaign would take place in a subway station in Madrid. There, a surprise, almost "guerrilla" runway of the collection would flood the underground, kicking off the graphics campaign.