We didn’t need a futuristic setting.

What we needed was a precise idea: what happens when control takes over? When everything is perfect, but something inside begins to crack?

CTRL + ME was born this way — while we were talking about Gattaca, Severance, and all those worlds where the aesthetic is rigid, clean, hyper-controlled, yet humanity struggles to stay within the limits.

Science Fiction, Yet Very Much of Today

The beauty of dystopian cinema is that it always speaks about the present.

Gattaca inspired us with its surgical framing, essential costumes, the contrast between form and substance. Severance made us want to play with the duality of characters: inside and outside, what you show and what you hold back.

CTRL + ME became a campaign about identity — without ever declaring it. Because some things are better understood when left unsaid.

Certain Things We Took Inspiration From (With Affection)

Yes, we borrowed a lot visually and beyond

• The neutral, desaturated palette — but never cold.

• The essential, surgical lighting direction.

• Characters almost suspended, caught between control and disobedience.

• The idea that beauty doesn’t have to be comfortable.

• The desire to leave questions unanswered.

Sci-Fi + Advertising = An Unexpected Match

It may seem like a niche idea — and maybe it is. But that’s exactly where we like to be: in projects where aesthetics also tell an idea. CTRL + ME was a visual laboratory, but also an implicit manifesto.

A campaign that doesn’t shout, but whispers. That doesn’t illustrate, but suggests.

Final Thoughts

The beauty of science fiction isn’t that it takes you far away. It’s that it makes you see more clearly what’s right in front of you. With CTRL + ME, that’s exactly what we did: telling something very present, through an aesthetic drawn from (perhaps) possible futures.