ORIBA / 2022
The billionaires want to move humanity to mars. All we want? To live on the planet we love. To launch sustainable fashion brand Oriba to the Brazillian market, we needed to make eco-clothing feel contemporary and cutting-edge. We swapped spacesuits for a new invention: the earth suit (simply a sustainability made, plain white, Oriba branded t-shirt).
The earth suit was launched in January 2022—the same week that Virgin and SpaceX launched two more rockets into space.
↳ role: concept/ creative idea/ strategy / copy
earth suit
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Subverting the narrative
The tone of voice was designed to gently provoke, challenging the swaying cultural climate. While Musk and Bezos tell us that the future lies on Mars, we ask: if Earth really is the only planet with intelligent life, why not use that intelligence to sustain life here?
