Collection 80

Continuing the campaign celebrating Lider’s 80th anniversary, we developed the creative concept and identity for the launch of the Collection 80 campaign. The challenge was to transform the collection into a symbolic gesture capable of translating Lider’s history and values into forms, textures, and sensory atmospheres.

We began with the metaphor of a tree, whose trunk rings record time in layers. This concept guided the entire art direction: suspended fabrics, chromatic overlays, translucent volumes, and poetic lighting come together in a scenography inspired by botany and contemporary art. We created the script for the launch film and its visual extensions, expanding the concept into the brand’s retail spaces as well.

The campaign’s soundtrack, composed by the group Desvio, was integrated into the narrative for its alignment with the proposed concept. The music extends the idea into the sonic realm: an organic and tactile composition that evokes time as living matter. The campaign premiered at CASACOR São Paulo as a visibility platform and continues to unfold across the brand’s spaces throughout the year.

A project that reaffirms Lider’s strength as one of the country’s leading creative industries and celebrates design as a form of memory and invention.