The BREDA Fall 2020 campaign is an exploration of self-progression and re-aligning with what is truly fundamental. Focused on the use of time that prioritizes compassion and collective restoration.
: formed or created again
: restored to a better, higher, or more worthy state
Take a moment to discover a limitlessness within the individual and the collective.
Feel your impulse. Find gratitude, joy and pleasure in this world that is at once uncertain and familiar.
Acknowledge that between walls and skin and bone, we live in the same home and share the same sun.
Complacency and neglect can come with ease while change does not come without force or discomfort.
Shake hands with time. Understand that while the clock can not be turned back, we must move onward in community, discovery and growth.
Regeneration is not about reinvention, but breaking ourselves down to the most fundamental level. To become something new and perhaps, evolve into something better.
"Regeneration is a response to the current times and how we can transform from this experience as individuals and as a collective.
We have observed a place of fear, love, misunderstanding and resilience. We’ve experienced panic, anger, devastation, and boredom. And while we are all taking in each day differently, for the first time, all of humanity has been living through a shared experience. The world we live in has prompted each and every one of us to change, challenging our internal dialogue and is forcing us to hold a magnifying glass to our purpose.
It is so easy to lose ourselves in what is perceived to be immediate, in the details of urgency and fixating on convenient distractions. This complacency can come with ease while change does not come without force or discomfort. Together, we can acknowledge that between walls and skin and bone, we live in the same home and we share the same sun. In any way time serves us, we must place compassion over self-interest and move onward in community, discovery and growth.
Regeneration explores the idea that to become something new and perhaps, evolve into something better, it must first be broken down to the most fundamental level. We have a choice. Who do we want to be?"
Creative Director, BREDA
Photography: Cameron Lee Phan
Stylist: Ruben Burgess
Talent: Cameron Lee Phan, Aria Puga (New Pandemics)
Video: Kendall Falcon
Creative Director: Kendall Falcon