Mr Price

ITI helped shape the Mr Price red caps in the nineties. In May 2024 the business returned, asking the studio to bring back that founding brand spirit for a Summer positional campaign.

Paul Kraus, who helped art-direct the brand in the nineties, led a handpicked team through desk and on-the-ground research into the style zeitgeist. The Do You concept tapped a real customer need: to live and show up authentically in a world built on surface and hype. It came to life through a hybrid shoot event with real subculture figures and their friends, the base for 360 video, digital and in-store.