Mercurius

A visual study in light, motion, and presence.

CHALLENGE: For the Autumn–Winter ’24 collection, AlphaTauri aimed to communicate a renewed sense of freedom and human presence within its minimalist design language. The task was to craft a campaign that felt emotionally grounded while visually forward.

IDEA: Mercurius: a campaign that explored the collections darkness as well as it’s brightness, all through the interplay of light and shadow. The concept visualized transition and reflection.

ROLE: Developed the concept and led creative direction from ideation to final execution. Photographed the campaign myself, merging creative direction and photography into one cohesive process to preserve creative integrity across all stages.

OUTCOME: The campaign launched as AlphaTauri’s A/W24 key visual statement, uniting brand narrative and visual craft in a single creative flow. It marked the brand’s first major campaign directed and photographed in-house, reinforcing its independent and contemporary identity.

Photographer: Daniel KAINZ
DOP: LEONE GRANITA
Art Director: GIDEON DAY
AGENCY: INVOGUE FILMS