Big Brother is watching you.

The crossover collaboration between the two young fashion brands, Ginger and LEUR’EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way.

We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher level perspective, transforming ourselves to be better selves.

The campaign was designed to contain merchandises — embroidered t-shirts, large print t-shirts, luminous t-shirt, tattoo stickers and postcards. Together with the products, in-store decorations were setup to comply with the visual identity.

Campaign
Art Direction
Fashion
Environmental Design
GL010_v2_graphics_1
GL010_v2_graphics_2000_1333
GL010_v2_graphics_3
TE
TE_tee_1
TOL
TOL_tee
Moth
Moth_tee_1
Whale
Whale_tee
GL010_v2_graphics_4
SMF_SP
SMF_tee
SP_tee
GL010_v2_graphics_2
BBWY_tee
tattoo_sticker
TOL_tattoo
postcard_mockup
store_display_backdrop_1
Moth_store_1
SMF_store_1
DSC01538
©Daedalustudio. All rights reserved.
©Daedalustudio. All rights reserved.