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Inextenso is the private fashion label of the distribution group Auchan / Alcampo, known for offering affordable, versatile clothing for the whole family. In a highly competitive retail market, the brand needed to launch its collections with high-impact visual communication that reinforced its positioning as a quality and trendy option, while always maintaining accessibility for its wide target audience.
The mural for the photo shoot set (4x4m) had to be a finished background for the campaign photos, which was painted the day before the session.
The challenge was the video mural (4x8m). This not only had to be painted, but it was part of the script: the actors had to be seen painting it little by little. This meant working live and hand-in-hand with the production company. We would shoot a take, stop, paint a new section, and film again. We managed to complete the mural while meeting the filming schedule and maintaining continuity throughout all phases, all in a single day of action on the set.
The main objective was to create a vibrant, cheerful, and dynamic visual universe that would capture the essence of the «Colourful» collection and serve as a unified framework for all communication. The goal was to generate high-quality content to be distributed across all the brand’s channels (points of sale, website, and social media) to consistently energize the perception of the collection for all family segments. Simultaneously, the objective was to facilitate an integrated production where the mural design became a key narrative element, increasing brand involvement and reinforcing a message of optimism and color that connected directly with the final consumer.
