“All the same”: projeto de campanha institucional para a marca T-shirt in box

Abstract

The purpose of this project was to create an institutional advertising campaign, through the realization of a fashion editorial, to communicate the social and political positioning of the fashion brand T-shirt in Box. The main inspiration for this work was the Italian designer label United Colors of Benetton, which was the first brand not showing their own products on their advertising campaigns, focusing only in positioning about various social and political issues. This project was built by means of the elaboration of an initial briefing, that was presented to T-shirt In Box’s team, followed by schedule planning, selection of human resources, location search and models casting. The result of this fashion shooting was images that are coherent with T-shirt in Box’s brand concept, that utilize the t-shirt as a way of expression of ideas, indignations and concerns.