For the launch of the New Fiat 500 Icon, I crafted a social, PR, and experiential campaign like no other. The plan? To street-cast, photograph, and transform 500 people into style icons—all within 24 hours. The event would be streamed live, with collectible prints produced on the spot.

To bring this vision to life, I recruited Rankin—a world-renowned photographer known for making icons unforgettable.

Everything was set—until the Europe referendum hit and marketing budgets vanished overnight.

It was, by far, my most ambitious campaign yet—creative and designed to push boundaries in real time.