CLIENT
Heaven by Marc Jacobs
Heaven by Marc Jacobs
ROLE
Art Direction - Brand Strategy - Graphic Design - Copy
THE CONTEXT
ALL THE RUMORS ARE TRUE
In a world that both celebrates and condemns individuality, Heaven turns insults into empowerment. Inspired by the chaos of Courtney Love's "Dirty Blonde" and the mystique of Heaven, this campaign redefines gossip as glamour. When they're talking about you, you're already winning.
THE APPROACH
Y2K SCRAPBOOK: UNHINGED
Blend of zine, diary, and digital shrine that captures messy nostalgia and curated rebellion. With visuals inspired by webcam selfies, glittered notebook margins, and tabloid trash, it presents layouts that are both sacred and scandalous, raw and refined. Think of it as Jawbreaker meets Fight Club, adorned with butterfly clips and gel pen notes. Every rumor transforms into a relic, and every page serves as a compelling warning.
Rumor RUN
A satirical pixel-art endless runner set in the Heaven by Marc Jacobs universe. You play as a hyper-feminine celebrity dodging chaos, such as scandalous headlines and paparazzi, while collecting lip gloss, sunglasses, and high heels to earn self-love points. The game turns public scrutiny into a glamorous playground of resilience.
As a digital extension of the Heaven campaign, Rumor Run embodies the tagline "All the rumors are true" with defiance. It explores contradictions and the absurdity of image culture, serving as a pixelated playground and a reflection on identity under surveillance.