The initial brief required the creation of a campaign for i-D magazine that would engage with the audience in a creative and stimulating way. The main concept aimed to inspire people by showing that even the most successful personalities were sometimes underestimated or called idiots by someone.

This led to the opportunity to explore the fusion between analog and digital language, to define a strong visual identity, embodying the punk, rebellious, and determined spirit of the underdogs who refuse to give up.