Jacquemus "INTERTWINED"

What if a scarf campaign celebrated love?

Intertwined challenges the traditional portrayal of love in advertising. While most campaigns focus on romantic partners, this project highlights the quieter, often unsung bonds—self-love and platonic friendship. Inspired by Jacquemus’ Spring 2024 “Le Mariage” campaign, which embraced a playful, diverse, and lighthearted approach to love, Intertwined brings that same spirit to the forefront—centered around one product: the scarf.

In this concept, the scarf becomes a symbol of connection. Whether wrapped around oneself or gifted to someone else, it represents warmth, intimacy, and appreciation. Through a mix of stylized visuals and surreal touches, the story unfolds as one of closeness—not necessarily romantic, but meaningful all the same. It reframes the scarf as more than a seasonal accessory; it becomes a gesture, a keepsake, a moment shared.

This campaign is designed to align with a brand’s Autumn/Winter strategy, hitting key moments like the holiday gifting season and the lead-up to Valentine’s Day. By tapping into emotional storytelling and a fresh take on love, Intertwined enhances the product’s meaning and desirability. It offers an opportunity for brands to connect more deeply with audiences, blending creativity and commerce without sacrificing aesthetic integrity.