BALÚ IS A TITAN OF NATIONAL FAST-FASHION THAT DOMINATES THE MARKET THROUGH A 100% IN-HOUSE DESIGN FORMULA AND GLOBAL-SCALE MANUFACTURING. FOR THE LAUNCH OF ITS UNIVERSITY-FOCUSED YOUTH COLLECTION, HTL TOOK CONTROL OF THE STUDIO CAMPAIGN. WE LED CREATIVE AND PHOTOGRAPHY DIRECTION WITH A FORMAT-SCALABILITY APPROACH, PRODUCING A HIGH-PERFORMANCE ECOSYSTEM OF VISUAL ASSETS. OUR MATERIAL DICTATED THE BRAND'S COMMERCIAL AESTHETIC, MASSIVELY DISTRIBUTED THROUGH BILLBOARDS (OOH), IN-STORE SCREENS, E-COMMERCE CATALOGS, AND SOCIAL MEDIA.