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Challenge
Present the Stella Artois x Luar partnership in a way that shows off the Stella Artois brand while still maintaining Luar’s authenticity and design ethos, ensuring the collaboration felt organic rather than purely commercial.
Strategy
I developed a narrative that centered designer Raul Lopez and his personal story, positioning Stella Artois as a brand that not only engages with fashion but also supports independent artists. This approach ensured the collaboration resonated with both Luar’s audience and the broader fashion community.
Execution
Results
I traveled to Porto, Portugal to direct and produce a branded collaboration video, introducing the partnership through Raul’s own voice to build anticipation ahead of the launch. Additionally, I produced the lookbook shoot showcasing the collaboration and select Luar F/W ’23 pieces, and produced a series of runway images to sustain momentum leading up to and following the show.
Successfully showcased Stella Artois while reinforcing Luar’s brand identity. The collaboration generated buzz and credibility for Stella Artois in the space securing a feature in Hypebeast and Vogue labeling the sponsored show “the event of the season”.
Raul Lopez captured at work in Porto, Portugal
Steluar lookbook
Luar F/W '23 presentation closing NYFW
Director & Producer
Danielle Braga Jones
Photographer & Cinematographer
Jean Ambrojo
Show Photographer
Sofía Alvarez
Additional Show Photography
Danielle Braga Jones
Clothing Direction & Styling
Luar
Lookbook Set Design
and or forever
Lookbook Casting
Danielle Braga Jones
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