Replay presents the new SS18 ADV campaign “Burning Man”, shot by photographer Jack
Waterlot in a California location reminiscent of Black Rock Desert, Nevada where Burning Man is
held every year. The experimental art gathering of Burning Man of a utopian community based on
the values of inclusion, self-reliance and self-expression recreating Replay’s vision through the
lens of Jack Waterlot.
Models Robin Holzken, Cora Keegan and Andrey Zakharov are portrayed in a series or
romantic, yet rugged, dream-like images and setting that have become part of the iconography of
the Burning Man. Replay’s DNA and heritage matches the atmosphere perfectly thanks to “desert
glamourous” pieces where its romantic and rock souls come together.
Denim and leather take center stage, while light and soft fabrics, slight discoloration and cold dye
treatments perfect the boho chic style.
The campaign was launched in January with a domination of the city of Florence during the Pitti
Uomo week through giant billboards at the airport, train station, main squares and city streets as
well as public transports and taxis and aims to create a tangible connection between the brands
imagery and Burning Man’s.
This initial launch will be followed by an integrated ADV Campaign including outdoor, printed
media, digital channels and social media in various countries.