Guess has named Latin artiste, J Balvin, ambassador of its spring push which spans print, social media, in-store, digital, and OOH advertising.
Guess has named Latin music artiste, J Balvin, the face of its Spring 2019 push. He will star in the campaign alongside Sofia Jamora, Kara Del Toro, Gabriela Giovanardi, and Xian Mikol. The effort features images shot in Miami by fashion photographer, Tatiana Gerusova.
From Medellín, Colombia, Balvin is a leader of the second-generation reggaetón revolution. He has achieved 11 top singles, more than 50 million social media followers, and over 10 billion YouTube views. The art elements were directed by Guess CCO, Paul Marciano.
The singer showcases pieces that spotlight the brand’s Vibras capsule throughout Little Haiti. Captured against brightly-coloured walls and street art, it seamlessly blends in with its tropical surroundings. Key visuals will begin running in January in select magazines.
“The campaign is about vibes, and is an expression of who J Balvin is, paired with our heritage. This alliance extends our global platform to his fans globally and connects with them beyond the music,” said Nicolai Marciano, Director of Brand Partnerships at Guess.