MCM – AW21

For MCM’s Autumn/Winter 2021 campaign, we developed a visual concept inspired by the Metaverse, imagining a transitional world in which the journey itself becomes the destination. Set within a series of seemingly infinite hallways and monumental spaces, the film follows our protagonists through a sleek, almost digitally rendered environment. At the centre of this world stands MCM’s reimagined logo, appearing both as a sculptural monument and as a recurring element within the collection. Working closely with set designer Leonardo Papini, we created a physical environment that blurs the boundaries between reality and virtual space. Combining the architectural precision of a digital world with the tangible presence of our cast, the film bridges the aesthetics of contemporary runway presentations and traditional fashion films.