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Cariuma Winter 2025
Project type
Film direction, photography, art direction, production, graphic design
Date
September 2025
Location
Austria
The challenge was to introduce a product built for comfort and heavy duty everyday winter wear.
The shoes perform, but performance alone is never what people remember. We needed to make the function feel emotional, not technical.
Our insight was simple. Summer is not a season. It is a feeling. It is warmth, ease and the quiet confidence that comes from moving through the world lightly. Cariuma shoes already deliver that comfort. Our job was to frame it as a state of mind.
“Feels Like Summer” bottled that sensation. Soft color, easy movement and spontaneous moments created a world that feels sun kissed even on cold days. The product promise is real comfort. The story makes that comfort feel alive.
This is how we turned a functional benefit into an emotional one. Summer you can wear. Warmth you can carry with you. A little ease, built into every step.
