We have been working with TOUS to rejuvenate the brand, maintaining its DNA while evolving the concept of tenderness making it more relevant for a younger audience. With this campaign, TOUS launches its new positioning “Stay Tender” where the brand calls on people everywhere to express their tender feelings without worrying about how, where or with whom.
The film is directed by Diana Kunst, who at only 27, has an impressive reel of work featuring big names like A$AP Rocky, FKA Twigs and Rosalía. Her signature style uses body language, and self-expression to create unique atmospheres that are effortlessly cool.
