"TBWA had to rebrand a department store that specializes in fashion and lifestyle. We were quite surprised by the fact they didn't want anything glossy, but rather something grim and provocative; what they had in mind was the story of a family on the verge of collapse, with an alcoholic, depressed woman addicted to medication. We created a highly stylized, cinematic photo series that engages the viewer in a narrative inspired by the aesthetics of fashion, yet displaying the drama of real life with a stirring edge."
