In an approaching future, seasons will become meaningless. Climate change is already imminent and the future will look nothing like our current reality. And we will be sitting here watching something we failed to stop.

In a fixed shot where time flies, we present Kim Kardashian, Alexa Demie, Big Mathew, Kim Yeon-Koung and Khadim Sock looking at the camera with a defiant attitude unfazed by the weather intensity around them.

The real challenge in this piece is to get the viewer not to question how it was made, but to simply accept the reality presented to them.

We started from the idea that the seasons are very much defined by the fashion calendar, in terms of spring-summer-autumn-winter. Our idea for this campaign was to reflect the world we live in, where there is an increasingly blurred line between the different seasons.

We captured the chaotic state of the world's climate, using celebrities wearing winter clothes against summer backgrounds, and summer clothes against winter backgrounds. The fashion continues, but there is increasing confusion with the weather.

During each chapter we wait for something to happen, but that lack of embellishment makes the message clearer: We will continue here, watching, while the world around us no longer makes any sense.

The biggest challenge of this campaign was to create discomfort in the viewer through the non-action and with a still camera shot, so as to avoid getting carried away with the current fashion and its lack of meaning and hyperactivity in the visual landscape.

'Winter 22' creates meaning beyond fashion and the concept behind the 'Balenciaga' brand, warning the viewer of the future that awaits us if we remain passive from the climate change that is taking place.

To achieve this, we chose to use celebrities as models, Kim Kardashian, Alexa Demie, Big Mathew, Kim Yeon-Koung and Khadim Sock, since they have a greater impact and awareness among the public, especially through social networks, where the campaign was mostly implemented.