To celebrate Women's Day in March, HBO launched RUXX, a show that immerses viewers in the contemporary world of Bucharest, exploring themes of diversity and current events. The show's realism is so compelling that it often feels indistinguishable from reality.
Initially, we considered partnering with real brands for the campaign. However, we opted for a more innovative approach by merging the fictional world of RUXX with reality. This allowed us to create engaging ads that seamlessly integrated the show's characters and storylines into strategic locations throughout the city.
The visual style of the ads blends the show's aesthetics with elements of the city, transforming RUXX into a multifaceted brand that feels omnipresent in Bucharest.
Initially, we considered partnering with real brands for the campaign. However, we opted for a more innovative approach by merging the fictional world of RUXX with reality. This allowed us to create engaging ads that seamlessly integrated the show's characters and storylines into strategic locations throughout the city.
The visual style of the ads blends the show's aesthetics with elements of the city, transforming RUXX into a multifaceted brand that feels omnipresent in Bucharest.
In March, Cărturești bookstores celebrated Japanese culture by featuring book covers designed by RUXX in their windows. To enhance the experience, curious customers were delighted with free notebooks showcasing the same unique designs. Procrastination wasn't just accepted—it was encouraged!
Floria, a leading flower shop, partnered with us to create a unique collection of bouquets inspired by the theme of tension and duality. These creatively designed bouquets, named by RUXX, were available both online and in-store.
To complement the bouquets, we also introduced nine distinct types of postcards. Thoughtfully crafted, these postcards provided customers with the perfect way to express their emotions and accompany their floral gifts.
This collaboration blended creativity and emotion, offering customers more meaningful ways to communicate through flowers and design.
Meet Barbo, the artist who brings words to life. We collaborated with her to transform her bespoke messages into vibrant neon signs. These captivating installations now light up some of Bucharest's trendiest neighborhoods, adding a bold artistic touch to the city's landscape.
Commuting can be a drag. To brighten up the daily grind, we transformed the most corporate subway line into a playful, career-focused experience. We filled the space with witty, engaging messages, using the familiar format of job listings to bring a smile to commuters' faces.
The campaing was created in collaboration with glitch.
