This was a conceptual school project where I developed a fictional campaign for ATP Atelier, exploring how the brand’s iconic Montalcino bag could evolve for a younger audience while staying true to its Smart Luxury philosophy.

The campaign concept, “The Silver Lining”, was built around a new grey edition of the Montalcino bag with silver details and an integrated foldable tote — a stylish backup plan for everyday moments.

As part of the visual direction, I introduced a new headline typeface for the campaign identity. The typeface gave the concept a more editorial and distinctive expression, while still staying close to ATP Atelier’s minimal and refined aesthetic.

Since no existing campaign imagery was available for this fictional concept, I created new AI-assisted fashion visuals and developed them further through Photoshop retouching, styling exploration and composition testing. The visuals were designed to feel realistic, cohesive and connected to the brand.

I also designed a fictional digital landing page experience inspired by ATP Atelier’s existing website structure, combining campaign imagery, copywriting and interaction ideas to show how the concept could be presented online.

The project included campaign strategy, art direction, copywriting, typography, AI-assisted image creation, Photoshop retouching, social media concepts and responsive web design.