By Kenneth Richard | The Impressionist
Contrary to popular opinion H&M, is out to prove that people do indeed walk in LA with their latest Spring campaign featuring supermodel sensation Daria Werbowy. Although keep in mind – there aren’t too many people walking in LA as the video points out when Dari is being admired from the point of view of a bypassing car.
Daria has a gift for making casual basics come off as aspirational and it doesn’t hurt that she is in the hands of master lensman Mikael Jansson who, along with Creative Director Markus Kiesztan of MP Creative, daftly utilized LA hillside’s and golden sunsets to play to our desires to end the long winter already. The film is soft, warm and airy with a hint of cool confidence, which makes one long for casual walks and evening cocktails. Everything about the video is pleasant and that is all it needs to be to showcase H&M’s offerings. Had the campaign been placed in other creative teams’ hands, they may have looked to build an event, conflict, or humor. But sometimes the simplest and best thing to do creatively, is simply to stroll.