Hoseg and TBWA Peru Launch "Nature Models" and Turn Nature into the Face of the Brand

Mar. 10, 2026

It’s common to see faces in clouds, rocks, or stains. This phenomenon is known as pareidolia, and inspired by it, TBWA Peru conducted a “casting” to find the new models for the Peruvian apparel brand.

To achieve this, the team identified the “faces” that appear in natural landscapes across the countries where Hösėg operates and, with the help of AI, transformed five of these natural formations into the new faces of its clothing line designed for outdoor life.

The campaign will appear across multiple media in the country, including OOH, airports, magazines, social media, and within Hösėg stores.

Additionally, through its e-commerce platform, customers can see how much they resemble these natural faces and convert that resemblance into a percentage discount for this new collection.

Juan Carlos Sznak, CEO and Co-founder of Hösėg said:

"This co-created digital experience translates physical resemblance into a tangible commercial benefit: a percentage discount applied to any purchase in our physical stores or online. By turning aesthetic curiosity into a real purchase incentive, we reward the explorer’s connection with the environment."

 

With this initiative, Hösėg and TBWA Peru launch an innovative campaign where the faces of nature itself become the models for the clothing designed to explore it.