Armani 'Red' launch campaign

Armani were launching a special edition perfume as part of the their Product RED collection in the RED initiative to help eliminate aids in Africa and tasked us with creating its identity. I opted for a route created in watercolours to represent blood. ‘The blood’ we share as fellow humans, the source of our identity is at the core. The imagery is designed to evoke an emotional response, gracious, simple and challenging.