
Gentle Monster
Redefining luxury by defying convention.
Art Direction
This campaign is inspired by the concept of 'Aposematism', the biological concept of using bright colors as a warning signal by prey to approaching predators. The juxtaposition of “gentle” and “monster” suggests a duality—something both inviting and dangerous. By applying this concept, this campaign for the eyewear brand embraces both attraction and intimidation, mirroring the paradox embedded in the name Gentle Monster.









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Branding & Visual Identity