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M! Spring - Summer 17

I call this campaign STAY FRESH. First of all, till that moment i was working on this brand, under my opinion, in a "fake" way. It was relly hard for me to understand why the owners pretentd that in every pictures models smile. 'We are a funny brand'. Ok but funny doesn't mean smile... You can be fresh, just in the way you are. So, in this campaign my goal was to take portraits of the models, just doing whatever they want, always under the profile of the brand, but a little bit more fresh, without to much direction. As a summer season we also produce the campaign for Christmas, halloween and sales.