Alpine A110
As Alpine evolved from a niche racer image to a more lifestyle and future-electric brand, the challenge was to expand desirability without losing its DNA. The strategy centered on one core value: Lightness, positioned as a form of modern luxury in a category dominated by power codes. Using AI-driven ideation, we developed a blue infinite environment inspired by Alpine’s heritage to express Lightness through purity and motion. A distinct universe was defined for each model to structure the range and ensure coherence across an international campaign spanning BTL, product pages and social media. Shot in Berlin with Chris Noltekuhlmann and featured in titles such as Vogue, the campaign supported Alpine’s repositioning toward a broader, more lifestyle-driven audience. As Creative Director, I led the vision from concept to execution across all touchpoints.
Client
Alpine
Agency
HAVAS
Role
Creative Director
Category
Photos · Digital
