As part of its ongoing evolution in identity and positioning, Mustang approached its FW25 campaign as a narrative-building exercise rather than a conventional campaign. The project was conceived with the aim of strengthening its connection to digital culture and contemporary lifestyle, reinterpreting the product through a more editorial lens aligned with current codes. The proposal unfolds within a reimagined countryside aesthetic, where aspiration and proximity coexist naturally, offering a more sophisticated and contemporary reading of the brand within its territory.

From Fabra Comunicación, we approached the project holistically, developing the creative concept, art direction, talent scouting, ambassador booking and executive production. The campaign was built in collaboration with influencer Marta Lozano, reinforcing her role as MTNG Mustang ambassador and contributing to the creative process through the curation of exclusive models. The visual proposal is constructed through a refined and coherent language, where the rural setting acts as a narrative device, adding texture, depth and cohesion to the storytelling, while enhancing a more aspirational interpretation of the product without losing its sense of accessibility.

The campaign resulted in a cohesive and strategically aligned proposal, where collaboration, aesthetics and content are seamlessly integrated. The activation generated media visibility, strong social media impact and organic content from participating profiles, extending the campaign’s reach beyond its owned channels. In addition, it strengthened Mustang’s connection with a new generation of consumers, consolidating its positioning within a more contemporary and relevant context.