Burn already has a brand identity in the flame – we wanted to imbue it with more meaning, central to our core idea: when you fiercely express your creativity, you leave behind a signature that challenges and inspires. The aim wasn’t to take the perfect image but to portray the aesthetic of our chosen communities and tell a story, making something true to the people we were talking to, rather than using typical advertising imagery. Print and outdoor ads used images from behind-the-scenes reportage to performances captured for the medium, ensuring everything we did was a published part of the campaign.
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