Creative Direction Campaign Concept

Created for Creative Direction & Styling at Parsons Paris, this speculative campaign reimagines how Marni could connect with a younger audience through an editorial-style out-of-home activation. Inspired by the brand's playful identity, I developed a visual diary of "Auntie Marni"—a whimsical, daring, and comforting character who invites curiosity through unexpected encounters across the city.

Following research and moodboarding, I developed the creative concept, art direction, and placement strategy, producing a series of fly posters installed throughout Paris's 1st–7th arrondissements. Each location was intentionally selected to complement the graphics and narrative, transforming the city into an extension of the campaign and encouraging discovery, conversation, and brand engagement.