Gentle Monster
Redefining luxury by defying convention.
Systems for Brands - Fall 2024
Under the guidance of Will Denton.
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.
→ Branding & Visual Identity
