Amo Amorre — commercial creative direction

Amo Amorre (formerly X Generation) needed a campaign that carried its brand philosophy through a brand transition.

Translate "the value of art" into an authentic, artistic youth-culture campaign.

An earthy outdoor aesthetic, dynamic motion-blur framing and deliberate props such as the acoustic guitar — relaxed streetwear silhouettes balanced with expressive graphic detailing.

Garment design, wardrobe styling and art direction were handled holistically, with a palette of rich chocolates, deep navies and muted creams and effortless oversized silhouettes.

A campaign that captured both the structural design details and the emotive energy of the collection.