Daily Paper Spring 2022 Ad Campaign

Review of Daily Paper Spring 2022 Ad Campaign by Creative Director JeanPaul Paula with Photographer Zach Apo-Tsang with models Grace Quaye, Jenn Moon, Omar Sesay, Victor Kassiga

Daily Paper celebrates expression and revolution in a new campaign for Spring 2022. The campaign features art direction and styling by JeanPaul Paula and photographic direction by Christiaan Van Leeuwen.

Blending hip-hop and streetwear aesthetics with tribal and natural imagery, the campaign is a focused statement of Daily Paper’s mission to explore and uplift African diaspora culture.

The photographs use a fisheye lens to infuse simple portraiture with a bold and impactful energy, drawing out the themes of expression, confrontation, and community in the designs’ graphic language of graffiti-inspired prints.

Meanwhile the film, while focusing on moments of connection and celebration expressed by dance between its protagonists who are painted as young artists and revolutionaries, interweaves three color schemes through its technical approach to shooting: black and white, night vision, and color. The color segments are awash in red, green, and black – the colors of the Pan-African flag, standing for the resistance to oppression and liberation of Black people across the world.

Daily Paper is truly unique in its ability to unite a political message that is at once confrontational to existing power structures and systems of oppression and uplifting and inclusive – an impressive feat on its own – with visuals and production that are always very cool and culturally relevant. Balancing strength and vulnerability, celebration and struggle, this campaign is a particularly strong example of the brand’s vision.