# TECNO Collaborates with Angelica Dass for '100 Portraits of Becoming' A unique photography project blending art and brand storytelling. - **Source:** [Android Authority (YouTube)](https://brifing.si/source/8f1ef949-79c6-4204-82bb-c24a93f5f96f) - **Published:** 2026-09-29 - **Topic:** [Design & UX](https://brifing.si/c/design) - **Original article:** - **On Brifing:** https://brifing.si/s/b99a5ca2-d349-4385-89a4-53a35fcde9f2 ## Brand-Artist Collaboration TECNO, a global smartphone brand, has partnered with renowned photographer Angelica Dass for the '100 Portraits of Becoming' project. This collaboration merges technology with artistic expression, showcasing diverse human stories through portrait photography. The project highlights TECNO's commitment to supporting creative endeavors and connecting with audiences through meaningful content. Angelica Dass brings her signature style of celebrating human diversity to this initiative. ## Project Concept '100 Portraits of Becoming' captures transformative moments in people's lives through photography. The project explores themes of identity, change, and personal growth across different cultures. Each portrait tells a unique story of transition or self-discovery, aligning with TECNO's brand values of innovation and human connection. The series aims to challenge conventional beauty standards and celebrate individuality through powerful visual storytelling. ## Angelica Dass's Approach The photographer applies her acclaimed Humanae Project methodology, focusing on skin tone diversity and human equality. Dass's technique involves using a neutral background and precise color matching to highlight subjects' unique characteristics. This approach creates a visual dialogue about identity and representation, consistent with her previous internationally recognized work. The collaboration marks an expansion of her artistic practice into brand partnerships. ## Brand Storytelling Strategy TECNO leverages this art project to communicate its brand philosophy beyond product features. The initiative demonstrates how technology brands can engage with cultural conversations through artistic collaborations. By associating with Dass's socially conscious work, TECNO positions itself as a brand that values creativity and social impact. This approach differs from traditional tech marketing by focusing on human narratives rather than technical specifications. ## Production Details The project involves shooting 100 portraits across multiple global locations, showcasing diverse communities. TECNO provides technological support, potentially using their smartphone cameras for some shots. The production team includes art directors, lighting specialists, and local coordinators in each location. Final images will be exhibited in galleries and shared through digital platforms, maximizing audience reach. ## Marketing Integration TECNO will incorporate project highlights into its broader marketing campaigns throughout 2024. The collaboration includes social media content, behind-the-scenes footage, and artist interviews. This content strategy allows the brand to connect with art-interested demographics beyond typical tech consumers. The project hashtag #TECNOxAngelicaDass creates a unified campaign identity across platforms. ## Industry Context Tech brands increasingly collaborate with artists to enhance cultural relevance and emotional appeal. Such partnerships help differentiate in competitive markets where product specs often converge. Recent examples include smartphone makers working with filmmakers and musicians. TECNO's choice of a portrait photographer represents a less common but potentially distinctive approach in this trend. ## Strategic Impact This project elevates TECNO's brand perception from purely functional to culturally engaged. It demonstrates how technology companies can participate in social dialogues through art. The collaboration may attract new audience segments interested in photography and social issues. Long-term, such initiatives can build deeper emotional connections than conventional advertising approaches. ## Sources covering this story - https://www.youtube.com/shorts/AgcGgPD-oNw — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._