Paco Rabanne – Black XS "Be a Legend"
- blessprod
- 4 avr.
- 1 min de lecture
When Paco Rabanne initiated the Black XS Be a Legend project, I identified a strong opportunity to position Sony Music as a strategic partner. I led the approach, crafted our creative proposal, and secured endorsement deals with Debbie Harry and Iggy Pop—two iconic artists perfectly aligned with the brand’s rock-inspired DNA.
From there, I fully oversaw the campaign rollout, ensuring its successful execution across all channels.
I orchestrated the 360° campaign alongside director Jonas Åkerlund, translating the brand’s rebellious identity into a culturally impactful launch across media, retail, and live experiences.
Leveraging the campaign’s momentum, I developed additional brand assets and activations, turning the project into a new business growth lever—opening new opportunities in music partnerships, experiential marketing, and retail engagement.
Key Highlights:
TV & Digital Film – Hero spot aired across broadcast and streaming platforms.
Social Media & Influencers – Artist-driven content and fan engagement across Instagram, Twitter, and Facebook.
Experiential & Retail – Rock-themed pop-ups, launch events, and flagship store activations.
Print & Outdoor – High-impact visuals deployed in fashion press and urban spaces.
Impact:A high-visibility campaign that reinforced Paco Rabanne’s edgy positioning and served as a catalyst for broader commercial initiatives targeting Gen Z, fashion-forward consumers, and music fans alike.
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