kashi somers

Working on creative direction and strategy for the global approach through i-D Magazine and the A-Z format, we generated #tags for this “untaggable” market.

I was then tasked with localizing a more relevant platform for creatives in Australia, brought to life as a cinematic, fashion and high trend led piece, pushing to find and celebrate truly untaggable hybrid talent.

Instead of mimicking the European production, it was clear we needed to topicalize and push the boundaries in the APAC market more closely with the issues that were pressing on this audience.

Transgender, Race, Gender, Equality, Lifestyle choices, fashion and art as expressions and REAL PEOPLE were all things Audi had a chance to truly represent and connect with, as usual (for me) focusing on working with teams and crew that are often overlooked.

*APAC Version of Video is not available for viewing, but outline of approach and talent etc here, global video shown