DEFY THE RULES
Co:Labs is one of the biggest event/lifestyle brands in Japan. Defy The Rules is their biggest campaign to date. It aimed to challenge local stereotypes, by showcasing different characters that are defying the norms everyday. VMLY&R / Campaign - Tokyo, Japan 2021 / Role: Executive Creative Director
Each persona was tackling different stereotypes within the japanese community, from a forigner that speaks and writes perfectly japanese to a monk that also performs as a hip-hop artist. Each character got their own episode, where they exemplified how defying the norm became the definition of satisfaction in their lifes.