The chalenge was to create and to do something distinctive and cool using the concept and the visual of the x that symbolizes choosing/curating the best from each brand sold at the store.

The brief from the client was to create a campaign of posters for Choix concept store and gallery, a kind of curator store, a place where people could buy things they do not buy anywhere else, and also live experiences and have a great time. The point of start had to be the x of the store bulding facade and the concept of choosing things.

CHOIX means choice in French. The x is the icon for a choosing. From this thought was born what was going to be the concept of the posters. We have decided to use contact sheets of iconic people from design, music, fashion, etc with just a x selecting one photo among all wonderful ones. This visual combined with the concept "THE BEST FROM THE BEST" made the campaign happens.

The posters campaign target a cool audience of clients and new clients of the store by using design/music/fashon/pop icons. Recently Choix was elected the best concept store in Sao Paulo by Época SP magazine and one of the coolest stores in Brazil by Monocle Magazine.