2022/23ClientSupergaArtifact by Superga — Social Campaign Series
“Artifact” is Superga’s premium shoe line, a tribute to craftsmanship, materiality, and form. This campaign was developed as a social-first concept, centered on individuals whose lives embody the values behind the product. Each episode is a short-format portrait: cinematic, tactile, and intentionally intimate. The goal was to create a lifestyle campaign grounded in real character, where the shoes become part of the story rather than the focus of it.
Conceived as an ongoing series, new episodes were released every few months, each spotlighting a different maker whose philosophy aligns with the spirit of the line.
Created specifically for social media, the content followed a documentary-style approach that balances storytelling with a subtle product presence. Shot across the UK, the Netherlands, and Germany, the production was intentionally stripped back to preserve the authenticity and emotional tone of each piece.
Voiceovers were written by the subjects themselves, allowing for raw, personal narratives that felt genuine and unscripted. From styling to location, each person presented themselves on their own terms, resulting in a campaign that feels more like a portrait series than a traditional brand push.
Concept development and visual storytelling direction
Art direction of campaign identity and social-first narrative format
Creative casting of real subjects aligned with brand values
Location scouting, styling direction, and production design oversight
Direction of visual consistency across episodes and regions
Guidance on interview structure and voiceover scripting process