The final assets brought to life by the team at Mimco based on my concept, Modern Rebel — a celebration of activists (our modern rebels) standing up for change, such as Yael Stone, Aretha Brown, Georgia Moot and Nadya Okamoto and giving them another platform to drive awareness to their causes. The art direction for the campaign emphasises this spirit of bravery and confidence (and hopefully manifests within Mimco’s followers) by embracing an edgy, bikey-esque style with a futuristic twist. This is achieved with a dark earthy colour palette, textures like leather and other chrome props (a nod to the Harley but also complimenting the product design and finishes).
My role — creative concept for a proactive brief submitted to the creative team at Mimco.