Meet Me in Belgrade
Get to Know
The Project
“Meet Me in Belgrade” celebrates the art of connection — with people, with places, and with the world around us. As the brand’s first post-lockdown campaign, it was designed as an invitation to reawaken the senses and rediscover togetherness after a long period of isolation.
Set in the cultural heart of Eastern Europe, the campaign blends the elegance of Belgrade with the softness of winter nostalgia. A key challenge was introducing Lulu Bear, the brand’s new character, symbolizing emotional warmth, comfort, and a childlike sense of wonder.
Through a creative collaboration with Italian artists Mariapia and Antonello — an architect-illustrator and a musician-filmmaker — the campaign brought together visual storytelling, classical music, and dreamy locations to build a narrative that felt both deeply personal and universally relevant. A celebration of reconnection, imagination, and cozy companionship.
Reconnection • Lulu Bear • Invitation to explore
The Challenges
The night before the shoot, over dinner with the recently-arrived photographer and the rest of the team, inspiration struck. After days of planning and scouting, we decided to completely reimagine the campaign and find a more fashion-forward way to tell the story we wanted. In less than 24 hours, we rebuilt the entire concept and coordinated every detail for the following night’s shoot while still capturing some scenes during the day.
Working in Serbia added another layer of challenge. Few people spoke English, so every step, from renting a vintage car to securing filming permissions in public squares and inside the historic Hotel Moskva, required creative problem-solving. We even turned Lulu Bear into the hotel’s temporary concierge and pianist, creating spontaneous scenes that quickly became beloved by staff and guests alike.
My Role
Research, production, art direction, content creation, design.
The Results
The Credits
Creative Director: Michele Gevaerd Pereira
Production: Lahis Müller & Mariana Zucco
Photography & Video: Tavinho Costa
Model: Katarina Filipovic