Out of resistance comes strength: campaign for Altus's Autumn-Winter 2022 collection.
Services delivered
Campaign
- Conceptualization
- Art direction
- Design
Strategy
- Strategy
Production
- Production
Objective
After the communicative consolidation of “Made to Resist”, Altus's new Autumn-Winter collection —garments with softened colour ranges adding elegance and fashion— called for one step further.
Idea
What comes after resistance? Strength: the natural consequence of something that resists, endures and keeps going. The claim “Out of resistance comes strength” is the most famous quote by Napoleon Hill.
Implementation
The campaign put a female model who does not smile while running at its centre: a representation of strength derived from resistance in the outdoor sector.
