campaign design

MAUKISS
ROOM404

Campaign

ROOM404 FW22

brand

maukiss

industry

fashion & lifestyle

what we built

Campaign design, Photography, creative & Art co-direction

Directed in collaboration with Maukiss founder & creative director Guste Tautkeviciute

the context

Every location has its own vibration. Some are comforting, some eerie, some romantic or strange — and hotels are somehow all of it, all similar and all different. Perhaps it depends on the viewer. Room404 was a holiday collection, and it was about those feelings — the kind you can't quite name but can't ignore. Like a family gathering or a work Christmas party: strange, fun, peculiar, colored in emotion and motion.

Hotels have peculiar energy

A woman sitting on an ornate chair in the desert at night, looking at her phone. The background is dark with some clouds visible in the sky. The woman is wearing a long purple dress and is looking down at her phone.

A woman in a long, form-fitting purple dress is posing with her arms raised above her head in an elevator. The elevator has wooden paneling and a red carpeted floor. There is a mirror on the back wall reflecting her back.

the concept

The campaign is built on distortion — moments caught in time and colored by memory. We never fully know what really happened and what we made up. The mind plays tricks, and we only get half of the tape. So the campaign plays with exactly that: what is real, what is fiction, and what the viewer imagined. Hotel rooms, sea spaces, fisheye corridors, a beach at night — it may look like many themes at once, but the only thing bending is your idea of what's possible. The space travel went all the way into the names: the Andromeda dress, and Room 404 itself — like error 404, beyond the ordinary and never grounded.

You only get half of the tape

A woman with brown hair styled back, wearing a black cropped turtleneck and a long black skirt with purple and white side stripes, standing in a room with patterned wallpaper, a painting of a sunset over the ocean, and photography or lighting equipment in the background.

A woman in a black turtleneck dress with a slit on the side, sitting on the edge of a bed in a dimly lit hotel room, with lamps on either side of the bed providing warm lighting.

the tools

A fisheye GoPro to bend the views. Strong flashes for cut memories — the way a night survives in your head as a few overexposed frames. Post-production for the space travel.

Distortion, space travel & cut memories

the result

In the Maukiss manner, the collection speaks a language of its own — how much you get depends on your ability to see through illusion and enjoy the unknown. The campaign, glamorous and strange at once, made a wave of its own: artist Angelou wore Room404 in her holiday performance at Lukiškės 2.0, and the pieces became a sought-after limited collection that holiday season.

The story moved the collection into a fiction world, and owning a piece meant owning a scene from it. And because the campaign never explains itself, it keeps working on people: everyone leaves Room404 with their own version of what happened there, and a version you made yourself is the one you keep.