INCOGNITO

GR10K releases AW24 campaign, consolidating the cortex of the collection with a divergent format of brand awareness.
Campaigns are amped up product description variations, some of them descriptive, others rather abstract, AW24 was developed with a versatile format of distribution, a serialized output, made by core-thriller tropes. Movie-making at its bare-minimum sophistication is an illustration of style habits and coping mechanism, an hidden edge that provides enough materials for visual understanding, thrillers are amplified and strict constructs, made by an accumulation of visual stereotypes. AW24 was used as an anti-manneristic layering technique for covert, everyday circumstances, the social landscape where narratively suspence is created. Ri-elaborating historical references to Georges Franju’s 1960 Les Yeux Sans Visage and Mark Romanek’s 2002 One Hour Photo and Mathieu Jung's 2005 novel Principe de Précaution, the campaign documents a dark and twisted suburban familiar story, makes the case for new branded sources of simplicity—a discipline of disappearance, incognito mode.