Master-Piece
Creating a SS25 campaign entitled ‘Everyday Masterpiece’ which reimagines the brand’s products within a gallery setting.
Services
Art Direction
Brand Strategy
Videography
Photography
Introduction
For the second collaboration between Japanese bag makers master-piece and Universal Works, we present the SS25 campaign.
The collection includes bags and clothing in Polytech, Broadcloth and Universal Works’ exclusive Swedish Camo, with dual branding of both brands. Merging design and functionality, the pieces borrow the best from both worlds – taking the languages of master-piece and UW and translating those into something that represents them both.
Our Approach
Our campaign, “Everyday Masterpiece” reimagines the brand’s products within a gallery setting. We invited our models to bring personal objects they carry daily, curating an exhibition that elevates the ordinary.
By reframing everyday items in a gallery setting, the campaign challenges perceptions of what defines ‘art.’ Isolating these familiar objects and presenting them with the reverence of traditional masterpieces, we highlight their design, craftsmanship, and cultural significance.
