Hi, I’m Alex Eftimie, a Freelance Senior Art Director who worked in Milan, Hamburg, Berlin, New York, Paris, London and currently based in Bucharest.
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Diesel – Haute Couture
Just like any other brand out there, Diesel gets a lot of hate online. And just like any other brand out there, we could hide it, or simply ignore it. Instead, we decided to not only embrace it, but turn it into our entire F/W collection. Because the more hate you wear, the less you care.
Launch Film:
Case Study:
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Heineken – The Night is Young
At the beginning of summer 2021, social life was in danger – more than 80% of those vaccinated were over 55. That’s because a very outspoken antivaxxer minority of 10% managed to influence 40% of gen z and millennials to delay the shot.
In an effort to swing the undecided and at the risk of harming sales and perception, Heineken took a global pro-vaccination stand and gave the antivaxxers something they couldn’t ignore. But this time, they spread a pro-vaccination message: seniors and senior influencers invited the young to take the vaccine and make the most of their summer nights.