Every champion has a double soul and we caught them all in this shooting for Carrera’s eyewear in co-branding with Alfa Romeo Racing and with the talents of Giovinazzi and Räikkönen.
Carrera and Alfa Romeo Racing share common values and speak to a common audience. Defined as “more than a sponsorship”, the two brands’ relationship will be represented by Kimi Räikkönen and Antonio Giovinazzi wearing Carrera’s latest iteration of the HyperFit eyewear range. Equipped with clip-on lenses, this model is flexible in every sense, able to change personality in an instant. To frame this collaboration and this versatility we chose to create a flag-shaped immersive installation with a huge led screen that, behind the posing pilot, reveals his “other soul”. This visual game built upon two layers and two stylings for the pilots, enhances the product’s night/day feature with a highly contemporary photo and video campaign aimed to live both on digital and retail channels.