BUFF

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BUFF - CITY PROOF

Project Executed at Elisava's Master in Art Direction, where we took on the challenge of revitalizing the communication for a brand in need of modernization. Our goal was to establish a stronger market presence in the current landscape. To achieve this, we proposed a new concept and devised a strategic campaign to increase its visibility.

BUFF is a well-known brand recognized for its head and neck accessories. They aim to attract new audiences and extend their identity beyond their association with a single product. In addition to their sports-oriented offerings, we uncovered a line of technical and durable products named Buff Safety, designed for construction work. We identified a segment intrigued by blending stylish outerwear with a rejection of excessive consumption and fast fashion. We called them "Urban Adventurers". This audience values the functionality of clothing and sets their own trends. To reach them, we merged the Buff Safety line with the "Urban Adventurers"audience through the creative concept of "Technically Cool". Bringing the hyper-technical and cool aesthetic to the catwalk.

In Barcelona 080 we create a key moment in which, without people expecting it, chaos will accure. "The catwalk would catch fire", which would make the emergency personnel appear, who would be models dressed in the brand's new collection, super technical, with a workers' aesthetic, our "Cool Workers", who will close the parade with this act. This will provoke reactions in social media, newspapers, blogs, surely something that will go viral.