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"Decisions, made to last"
Project type
Content film.
Scope
Creative director & Director
"Decisions, made to last" is a conceptual campaign created for the luxury and traditional textile brand "Telares", built around the parallel between life choices and the selection of high-quality fabrics.
The campaign explores how thoughtful decisions — such as choosing durable, comfortable, and long-lasting materials — shape not only our spaces, but our everyday experiences. Through cinematic visuals and poetic narratives, fleeting moments are contrasted with enduring choices, highlighting the softness, resilience, permeability, and permanence of luxury textiles.
By removing the textiles entirely from their expected context and reimagining them as wardrobe elements, the campaign expands their meaning beyond interiors. Fabrics traditionally destined for the home are worn on the body, reinforcing the idea that these materials are not only designed to last, but to live with us.
By framing fabric selection as an intentional act, the campaign invites the audience to associate design decisions with longevity, sophistication, and a conscious way of living — where what we choose is meant to endure.
