Fashion Brand AlphaTauri Ascends in New Spot from Familia

FAMILIA takes to the streets of Bulgaria to set a snowy, dystopian scene for the AlphaTauri AW19 campaign. Following on from the narrative of their first collaboration, we watch a new hero character realise her capability - finally joining the unsanctioned ‘People of the New Sun’ movement and rising up, empowered by the forbidden light of the New Sun’s rays.

Director, Barnabas Wilhelm, wanted the AW19 film to live in the same world he had established in the last campaign. Still delivering that sense of suspense and hype around the brand’s new line with a call-to-arms attitude but consistently inspired by the brand’s DNA and core message: powered by the spirit of innovation, driven by purpose.

Barnabas took that sentiment of the forward-thinking, Red Bull-owned brand and ran with the idea of aligning self-empowerment and unification with purchasing and wearing the AlphaTauri AW19 line.

Director Barnabas comments: "For me the film is mainly about being true to yourself and connecting with who you really are and accepting that. We are constantly forced into boxes and bombarded with unnecessary noise and expectations. It soon becomes almost impossible to really listen and feel. This film for me is about breaking free from that, ignoring and overcoming in order to really be."

FAMILIA photographer, Ollie Ali, delivers again with some stunning imagery to compliment the new AlphaTauri season. Shot in the heat of summer, Ollie masterfully captures the light in a way that breathes an air of cool into each shot. Framed by interesting structures and pale blue skies, each composition brings the new line to life in the most aspirational way.