An ironic fashion film that celebrate fashion in a Thai way using “labour”, the opposite side of the high-society and truly represents a tough life. Labours are just like us all, we all dedicate to hard work with all emotions of love, lust, angry and passion that left us unique beautiful marks.

We shot the film in actual construction site to demonstrate the real texture of living. All supporting actors are all real labours. The costume design is inspired by elements in labours' life. Creating a highly contrast in fashion that all Thai elite fashionistas are talking about.

Thai people tend to not value Thai fashion brand. They are still cling toward imported brandnames with the belief of better quality even though the price are much more higher. This has lead to Thai consumer behaviour who tend to over-protected their brandname items because they do not want their bag to get scratch marks. However; the truth is the genuine leather is the most beautiful when they have the unique marks from living life of its owner.

Viera by Ragazze since 1984, Thai genuine leather brand that crafted with premium quality, durability and design BUT consumers tend not to purchase because of its “Made-in-Thai”. Moreover, with its long history image are not very fashionable, consumers tend to buy imported brandnames even though the price are much more higher.

Viera decided to re-branding and leverage Thai fashion style by launching the new logo designed in the shape of 'Turtle' which represents durability and longevity for Thais.

'Crafted by Life', a brand vision which believe that genuine leather product must be used not kept. Because of Its durable, the more tougher you use, the more scratch marks make the items come to life.