For us designers, rebranding is automatically associated with image. But when Simon decided he no longer wanted to be called Simon, there was only one thing to do — we had to "kill" him. The "SIMON IS DEAD" campaign emerged when, during his rebranding process, Simão began to regret his decision to go by Simon. For the past three years, people had known him by this alter ego, but it was time for a more mature approach to his photography style. Our goal was to dramatize the announcement while drawing attention to this significant change, set against the backdrop of downtown Lisbon. While Simão is a master behind the camera, be sure to keep an eye out for his cameo :)