United Colors of Benetton
We are Tribe
Jun 2026
The latest fragrance campaign from United Colors of Benetton, titled We are Tribe, captures the essence of youthful connectivity through a masterfully executed studio production. Photographed and directed by the creative duo Gus&Lo, the visual narrative centers on a diverse group of four models—Amerigo Valenti, Marta Hernandez, Nima Machado, and Salif Botz—who embody a collective spirit of modern belonging. The imagery employs a striking studio strobe technique that emphasizes skin texture and the crisp, matte finish of the signature hoodie-shaped fragrance bottle, which sits prominently in the foreground as the anchor of the composition. By utilizing a cleverly framed giant zipper graphic that visually parts the background, the campaign leans into an editorial aesthetic that feels both playful and sharply polished. The soft, even lighting allows the relaxed, authentic poses of the talent to shine through, steering away from overly rigid commercial tropes in favor of a clean, energetic atmosphere. This beauty project demonstrates a sophisticated command of visual storytelling, successfully bridging the gap between high-end fashion photography and approachable product promotion. By distilling the brand's heritage into a singular, cohesive aesthetic, the team delivers a campaign that resonates with a global, contemporary audience while maintaining the bold, rebellious DNA long associated with Benetton's storied history in international advertising.
Editorial, Commercial
Studio strobe
Fragrance, Beauty
