AEG – Care With Confidence Campaign
Role: Creative Direction · Concept Development · Photoshoot & Videoshoot Oversight
To demonstrate that AEG washing machines can care for high-end garments with confidence, we created a visually striking campaign featuring contemporary dancers dressed in delicate, fashion-forward pieces.
The concept mirrored the motion of a wash and dry cycle through fluid choreography - with fabrics and bodies levitating, turning, and spiraling in an abstract, dreamlike space. The result was a poetic interpretation of garment care, designed to elevate AEG’s technology through elegance and emotion.
The campaign included:
• Hero video content
• Social media assets
• Print advertorials
This creative approach brought functionality and fashion together in a way that felt elevated, technical, and beautifully unexpected.
Director: Juli Balla
Editor: Ed triglone
Music: FOLI - DANI
Publication: Vogue, Vogue Living, GQ
Discipline(s): Art Direction, Video production, Print, Digital, Photoshooting, Social content
