Shouïa
Campaign visuals for Shouia: A New York built around bag charms, where a 90-foot Monchhichi can climb the Empire State Building and a souvenir lobster ends up on a Prada tote.
Client
My BC Agency
Location
New York City, USA
Year
2026
Services
Creative Direction / Campaign Concept / Art Direction
SHOUÏA sells bag charms built on pop-culture nostalgia: Monchhichi dolls, taxi toys, coffee cups, lobsters. The task was to give the brand a campaign world that matched that energy: New York, read through the same archive.
Half the city is real. All of the charms are too.
The approach was to treat the city as a physical version of the charm collection. Real street photography provided the base: subway cars, yellow cabs, brownstone doors, Times Square. On top of it: a parade-scale Monchhichi climbing the Empire State Building, SHOUÏA ads inside actual Times Square screens, a billboard over Coney Island. The brand didn't get placed into New York. It was made to look like it had always been there.
Product scenes followed the same logic, each charm matched to its natural habitat. A straw tote outside a downtown café. Charms swinging from a taxi rearview mirror. A flat lay of NYC hot dogs with SHOUÏA written in mustard. The line between what's real and what's built is never flagged. That's the point: SHOUÏA's world and New York's world are the same drawer.
"New York has seen everything. It hadn't seen this."
For SHOUÏA, that's the whole pitch: in a city of yellow cabs and grey blazers, the loudest thing on your bag should be the one you picked yourself.
