Blurring the line between real and virtual to shape a new kind of campaign experience.
CHALLENGE: AlphaTauri wanted to showcase its innovative textile technologies: Taurobran®, 3D Knit, and the Heatable Capsule 2.0 in a way that matched the brand’s future-forward identity. The brief called for a campaign that could merge fashion, technology, and imagination into one coherent visual experience.
IDEA: We developed Hybrid Playgrounds: a campaign that fused physical and virtual environments to visualize the intersection of innovation and style. Each of the three campaign chapters spotlighted a different AlphaTauri technology within its own immersive, digital world—bridging tactile performance with virtual storytelling.
ROLE: Led creative concept and direction from initial narrative through production. Defined the campaign’s visual language, supervised Unreal Engine and LED wall integration, and directed on-set execution. Collaborated with digital artists, cinematographers, and the internal brand team to unify tone and emotion across all phases.
OUTCOME: AlphaTauri’s first-ever hybrid production campaign. Executed with a 10×5m LED volume. It set a new creative benchmark for the brand and elevated the perception of AlphaTauri’s techwear innovation, expanded engagement across digital channels, and established a new internal standard for mixed-reality storytelling.
Photographer: Kaj Lehner
DOP: Dominik Kublan
