TRIBECA CLOTHING / Campaigns
Creative and art direction for an advertising campaign for Tribeca NY, a small brand in Spain with a big name. Originally written as TriBeCa, the origin of the name is a neighborhood in Lower Manhattan, New York City. Its name is a portmanteau from "Triangle Below CanalStreet". The "triangle".
Making the conceptual and visual centrepiece of the brand and campaign, the “triangle” as an abstract representation of the gender in target, the campaign was launched with the idea to catch the male attention in order to make clear who was the main subject for the brand.
Over the time, the campaign evolved to abstracting the the triangle, using it as a brand form for new imagery connecting its name to its market’s niche and message: No matter how much you like it. Sorry, Ladies Only.