Fata Morgana
During my time in Budapest, I art-directed Get Out, the Fall/Winter 2019 campaign for Fata Morgana, a Hungarian fashion brand named after the optical phenomenon of mirages.
Role
Art Director
Agency
White Rabbit
Region
Hungary
Year
2019
Perception, distortion, and layered realities
From HQ
Fata Morgana is a Hungarian fashion label named after the optical phenomenon of mirages.
What I changed
I made the name the concept. The clothes became the horizon and their parts became graphic elements.
The name was the brief
A Fata Morgana appears in a narrow band right above the horizon. In the campaign, the clothes became that horizon, and their parts worked as graphic elements.
Fully integrated rollout
The system ran across six short films, print, outdoor, Instagram, Facebook, YouTube, and a three-page website, and carried into the following season.
Flexible campaign ecosystem
Conceptual consistency while responding to the behavioral logic of each medium: print, digital, outdoor, and social, each tailored without breaking the visual language.
Fashion imagery meets graphic structure
A campaign that captures the brand's aesthetic identity: elusive, layered, and unmistakably its own.
Carried into the next season.
The system ran across six short films, print, outdoor, social, and a three-page website, and continued the following season.