Creating a living concept for Ninou
This project is built on the idea that strategy and art direction operate as one system.
Developed in close collaboration with Ninou, it started from a simple question: how to move beyond seasonal collections in a market where seasons are not clearly defined? The answer was to create a concept designed to last, flexible, expandable, and consistent throughout the year.
“Le petit e seus amigos” became this foundation. A narrative universe where the brand can continuously unfold, without relying on traditional campaign cycles.
From there, art direction translates product into environment. Elements from the collection are reinterpreted as part of the scene. Clouds, bees, bunnies, and teddy bears gain volume, presence, and function within the visual storytelling. The scenario doesn’t support the product, it becomes an extension of it.
Digital tools support the construction of this world, while every decision, from concept to composition, is driven by a clear strategic direction.
The project reinforces a central idea: tools expand execution, but meaning comes from direction.
By establishing a cohesive and ownable universe, Ninou builds not just a campaign, but a long-term visual and narrative asset.
Concept Development:
Campaing Execution:
