CO:LABS



DEFY THE RULES 


JAPAN CAMPAIGN 


︎ Co:Labs is one of the biggest event/lifestyle brand in Japan. Defy The Rules is their biggest campaign to date. It aimed to challenge local stereotypes, by showcasing different characters that are defying the norms everyday.


VMLY&R
Local Campaign - Japan



2020
Tokyo





Each persona was tackling different stereotypes within the japanese community, from a foreigner that speaks and writes perfectly japanese, to a monk that also performs as a hip-hop artist.

Each character got their own episode, where they exemplified how defying the norm became the definition of satisfaction in their lifes.




FOREIGNER / CALLIGRAPHER 


 







GEEK / ARTIST 


 







MONK / RAPPER