Paula Lorenzini

Creative Direction
DREAD
2025

Dread is an Argentine outdoor fashion brand with over fifteen years of history. When the local market began to shift — import liberalization, the rise of global fast fashion — the brand needed more than a campaign. It needed clarity about what it was and what it wanted to stand for.

The project included the development of a new brand architecture, a manifesto, a verbal and visual identity system, and campaign direction for its launch. The result was En Movimiento: a communication platform built around exploration, community, and local industry.

Peru was its first visible expression.

Creative Direction: Paula Lorenzini
Written by: Paula Lorenzini
Voice: Axel Sayago
Film Direction & Editing: Axel Sayago

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