BIC x Alo Yoga
What if chewing on your pen were a wellness practice? BIC and Alo Yoga crossed in CHEW, the stress-relief pen.
We’ve all chewed on a pen at some point. BIC has known it for sixty years, and Alo Yoga lives off calming anxiety: the crossover is CHEW, the stress-relief pen. The gesture that gave away nerves in the classroom becomes a practice, with Alo’s wellness palette on the most recognizable orange plastic in the world.
We set the crossover’s art direction once (BIC’s blue and orange against Alo’s creams and poolside light) and produced the full campaign with Curva: the product in detail, the looks and the reel, all from the same brief, with no location and no logistics. What If is our space to push what a production can imagine: brands produce their catalog with Curva, and here we show what happens when the only constraint is the idea.
Watch the reel on Instagram