victor mudhe wanted models campaign
Art Direction
2022
Briefing
Victor Mudhe is a luxury streetwear brand for authentic men, founded by Victor Frieza, an entrepreneur from Alentejo, Portugal. After facing challenges such as the closure of his store during the pandemic, Victor made the bold decision to expand the brand beyond Portugal.
To support this new chapter, a launch proposal was needed to introduce the brand to the U.S. market — the largest streetwear market in the world.
Proposal
Victor Mudhe Wanted Models is a modeling agency in the U.S. that will hire ex-convicts, offering them a second chance. The initiative is inspired by the story of Jeremy Meeks, known as the "world’s hottest felon," who became a successful model after his mugshot went viral.
In partnership with social reintegration organizations, Victor Mudhe goes beyond fashion — transforming lives and encouraging personal reinvention.
Victor Mudhe Wanted Models is also an e-commerce platform in the U.S. where, in addition to selling products, it also serves as a platform for hiring ex-convicts as models.
To promote the activation and scout our Wanted Models, a digital ad campaign was launched on Victor Mudhe’s Instagram.
Additionally, social media will be used to showcase the products and drive model recruitment, with posts featuring photos from a photoshoot designed to highlight the brand’s new communication strategy.
The photoshoot, featuring ex-convict models, is set in luxurious environments that convey elegance, wealth, and exclusivity, reflecting the unique identity of Victor Mudhe — Made for You.
End Credits
Year: 2022 (Unreleased campaign)
Agency: Funnyhow
Chief Creative Officer: César Sousa
Designer: Fábio Franco
Copywriter: Roberto Castro
Account Executive: Marta Monteiro
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