Cristian Fernandez Creative Director

ABOUT

The Concept: This project was born as a proactive creative exercise by our agency. We have closely followed the inspiring growth of TULU, a footwear brand from Penonomé, Panama, whose founder was recently featured in Forbes Latam. Inspired by their success and the soul of their product, we decided to develop a visual proposal to imagine how the brand could scale its narrative in high-fashion environments.

The Creative Journey: We took the brand's core elements and elevated them through a series of conceptual pieces for Halloween and Christmas. Our goal was to blend the brand's local pride with a surreal, high-end editorial aesthetic. We explored vibrant palettes, from deep magentas and purples to a "Pastel North Pole," placing the shoes as the protagonist of a high-fashion fairytale.

The Narrative: This wasn't a commissioned brief, but a "love letter" to a brand we admire. Although the brand currently maintains an authentic, in-house communication style that has served them well, this exercise allowed us to explore the boundaries of their visual potential. It is a celebration of a local brand's journey from Penonomé to the world.

MADEIT CREDITS

  • TULUClient
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