The crossover collaboration between the two young fashion brands, Ginger Store and LEUR'EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way.

We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher level perspective, transforming ourselves to be better selves.

The campaign was designed to contain merchandises — embroidered t-shirts, large print t-shirts, tattoo stickers and postcards. Together with the products, in-store decorations were setup to comply with the visual identity.