CLIENT: FCUK (D&AD Competition)

DATE: 2009

BRIEF: After great success in the 1990s, it was time to bring the out-dated brand back up-to-date with a sexy new feel, bringing out the brand's core ethics and creating something teens would want to buy again.

RESPONSE: I created a new campaign entitled "FCUK Dress". Based on the Sex Sells principle. All aspects of the branding relate to undressing people: from carriers that make the person carrying look naked, to undressing stationery, I injected sex into every corner of the brand making it bigger and bolder than ever.