Blu campaigns focus around an insight they’re calling ‘unlit’. 

Unlit is an attitude you embody when you reach a time in your life when your idea of fun changes slightly. When you’re wise enough to know that the hangover isn’t worth it. When you’re rather have a dinner party than toga party. When you’re more red wine than red cup. And you’re proud of it. You’re more comfortable in your skin… and your decisions.

Photographer : Ture Lillegraven

Shot in LA, CA