Not your usual billboard.
I Am Georgina is a reality TV show that showcases the glamorous lifestyle of model, influencer and Cristiano Ronaldo's wife, Georgina Rodriguez. But beyond these accolades, she's known for one more thing: her unmatched bag collection.
So to launch Season 2 of her Netflix show, we turned the advert for it into her object of desire. Plenty of them, actually.
From ad to bag.
We took the 850m2 of material and handcrafted them into 200 designer bags, each one made from a unique part of the billboard, with its own individual print and design.
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Georgina in the flesh appeared on the most famous TV show in Spain with the first finished bag. An audience of 3 million people watched it on prime time.
More expensive than a Loewe
The bags reached astronomical prices on second-hand sales platforms, reaching values higher than the best luxury brands.
