What For

Collection creative direction & production


For the SS19 collection, the shoe brand What For commissioned Les Initiés to direct the whole campaign orchestration. The given theme of the season was the idea of What For TV. Therefore, we imagined a whole concept of channels, sorted by color and by the following themes that represents the brand DNA : news, lifestyle, art & music.

We directed and shot 5 campaigns : Teaser, Spring, Sneakers, Resort and Summer. Les Initiés took care of the whole creative and production process from the concept idea, to the Instagram layout design and post.