Eleven photographers and visual artists—most of whom had never met—came together to create the Desperados Project, a bold collaboration that reimagines the relationship between brands and creatives in the context of advertising.
It started with six photographers capturing raw material over several days in Paris. Their images were then reinterpreted by five artists using diverse techniques like illustration, collage, digital design, and printmaking—each bringing a unique and personal lens to the iconic beer bottle.
What makes this initiative stand out is its commitment to emerging artists and a genuinely collaborative process driven by one core value: creativity. The result? Around thirty original visuals, soon to appear across France in the campaign’s first wave.
