'Charge up'

Communication campaign (2017)

A ‘Charge up’ campaign and magazine for Aljabr.

We believe that everybody has their own algorithm. A specific daily routine. We focused on the ‘overly structured creatives’. Creatives that just think of their work and want to think less about their fit. 

Through the collection, we wanted to simplify their daily routine by creating garments that fit their structure. Detachable, rearrangeable pieces.

Even superheroes need a break

Campaign concept

Take a step back to take two steps forward. This editorial is a representation of improving your structure by taking time for yourself and taking care of yourself. Have fun, let loose. You already have your shit together like a modern-day superhero. But even heroes need a break or two, or three.

Photography | Nilofar Attahi
Models | Josimar Gomes, Gia-Tinh Lam

Mua | Nilofar Attahi
Art direction | Dojanicia Juan Pedro

With our campaign, we show our target group that they are modern-day superheroes. They are the creatives that have a clear goal in life and work hard every day to get there. Yet sometimes you have to take a break and ‘Charge Up’: Even superheroes need a break.

The campaign includes weekly webisodes where ‘Overly structured creative’ influencers show how they ‘Charge up’ + a magazine with articles on how to relax more, in order to work harder.

Copyright © 2019 Dojanicia Juan Pedro