HAWKERS · CAPSULE COLLECTION 2023

Hawkers × Manuel Turizo

Hawkers × Manuel Turizo

Undressing Turizo

Undressing Turizo

To launch Manuel Turizo’s capsule collection, we turned a simple product truth into a provocative campaign: By having him wear nothing but his Hawkers, we made the sunglasses the centre of attention.

To launch Manuel Turizo’s capsule collection, we turned a simple product truth into a provocative campaign: By having him wear nothing but his Hawkers, we made the sunglasses the centre of attention.

CLIENT

Hawkers

YEAR

2023

MY ROLE

Creative concept · Film idea · Launch strategy · Campaign copywriting

CAMPAIGN FILM

THE IDEA

The only essential.

The only essential.

Fashion campaigns usually start with the outfit. Ours started without one. Set in Miami, the film follows Manuel Turizo as he escapes a villa completely naked, grabbing only his Hawkers on the way out. An unexpected way to put the collection centre stage and make sunglasses the most essential part of the look.

Fashion campaigns usually start with the outfit. Ours started without one. Set in Miami, the film follows Manuel Turizo as he escapes a villa completely naked, grabbing only his Hawkers on the way out. An unexpected way to put the collection centre stage and make sunglasses the most essential part of the look.

THE LAUNCH

First the rumours.
Then the reveal.

First the rumours.
Then the reveal.

The campaign began before anyone knew it was a campaign.

  1. Spark curiosity

Ahead of the launch, we seeded images of Manuel Turizo running naked through Miami, without branding or explanation. The images gave people a story to investigate before giving them a product to discover.

  1. Let speculation build

As the images spread across social media and the press, creators and fans began sharing their own theories. The mystery became the conversation.

  1. Reveal the reason

We then released the Hawkers campaign, revealing the story behind the images. Celebrities who had joined the conversation received sunglasses from the collection, helping bring the reveal back to their audiences.

CAMPAIGN COPY

One idea. Across every touchpoint.

One idea. Across every touchpoint.


The campaign copy carried the same playful, irreverent tone across the launch, connecting the intrigue around Turizo with the collection itself.


The campaign copy carried the same playful, irreverent tone across the launch, connecting the intrigue around Turizo with the collection itself.

MY CONTRIBUTION

MY CONTRIBUTION

I developed the campaign’s creative concept and the idea behind the film, shaped the launch strategy and wrote the campaign copy from the initial intrigue to the reveal.

I developed the campaign’s creative concept and the idea behind the film, shaped the launch strategy and wrote the campaign copy from the initial intrigue to the reveal.