South Korea – The luxury eyewear brand is exploring a future in which reality and fantasy coincide.
The campaign, entitled 13, comprises a series of chapters that will be released during the year. For its first chapter, which was released in January 2019, digital artist Frederik Heyman created provocative dystopian scenes featuring 3D rendered characters. For its latest release, Gentle Monster worked with artist Ugo Bienvenu to create a series of animated episodes.
Each chapter expands on a sci-fi narrative imagined by the brand, which explores ideas such as what our world might look like if the moon became disconnected from the planet and a 13th month, dubbed Undecember, was added to the calendar year. The films show the environmental changes the event would cause, including a loss of gravity, meaning that people would be forced into extreme survival.
Luxury brands are increasingly stepping away from heritage-themed marketing and are instead exploring themes associated with science fiction and dystopia.