oXs is an innovative Italian brand producing shoes. Actual shoes but without time or spatial boundaries, which have always aspired to a global reality resting on the heritage of a solid and authentic Italian company.
C41 designs, wrote and produced an activation video. C41 developed a story around the 90s disco concept, thus taking up the spirit of the oXs shoes and throw a party to shot the video and photos of the new collection.
A location has been carefully chosen, in the metropolis of Milan, which could reflect the underground parties creating a scene dominated by red lights and particular faces. The models, some of which belong to the world of influencers, were chosen based on particular characteristics and made perfect thanks to a choice of styling and makeup that brought them back in the 90s. All accompanied by techno music and alcohol served thanks to the beverage sponsors we have acquired: Brooklyn beer and Jack Daniel’s.