Our anthemic approach draws inspirations from the brand’s rich visual library and is driven by a bold manifesto paired with irreverent visuals. Campaign emphasis is placed on people and the focus is shifted from seating to sitting—a universally human activity—done the best by sitting on a chair engineered for your health. With stills and video shot by Max Siedentopf, our manifesto evolved into a bold and eye-catching campaign that playfully leans into a variety of characters and ways of sitting.