A color-driven campaign capturing the energy of summer.
CHALLENGE: For the Spring–Summer 2025 High Summer Capsule, AlphaTauri wanted to capture the lighthearted, expressive energy of the season while strengthening its lifestyle positioning. The collection’s inspiration ORGANICS Fizzy Peach by Red Bull called for a campaign that merged fashion, sport, and vibrant summer spirit.
IDEA: A bold, color-driven capsule story brought to life through tennis pro Joel Schwärzler and fashion model Fanni Borbala Csati. The concept centered on lightness and play, translating the essence of summer into both visual storytelling and physical brand touchpoints.
ROLE: Led art direction for the campaign and designed four pop-up spaces across Austria, Germany, and Italy. Oversaw creative development and execution with a team of trusted industry partners and freelancers, ensuring a unified visual and experiential identity across all activations.
OUTCOME: The campaign introduced a more playful side of AlphaTauri while maintaining its premium aesthetic. The pop-up installations served as vibrant brand extensions that deepened engagement and visibility throughout the summer season.
