Gentle Monster Fall 2022 Ad Campaign Review

Review of Gentle Monster Fall 2022 Ad Campaign by Photographer Davit Giorgadze

Gentle Monster shares a new campaign for Fall 2022 by photographer Davit Giorgadze that sees the eyewear brand radically depart from its typical campaign style.

While Gentle Monster’s campaigns are usually characterized by a surreal and creative use of cutting-edge digital technology, this latest campaign takes a surprisingly analogue approach, leaving things up to Giorgadze’s signature stark photographic style.

He lights his models using only the flash of his camera, creating dramatic shadows and intentionally washed-out faces that are almost ghostly. Coupled with Christian Stemmler’s subtle yet expressive styling, which restricts itself to the colors of blue, red, and black, the imagery is striking in its frankness.

Other than the presence of the brand’s eyewear designs, however, it does feel a bit disconnected from the wider canon of its usual marketing approach. We suspect this is just a one-time detour though, and it is fun to see that they can create a visually strong campaign via a completely different approach as well. While it doesn’t connect and inspire in the same way as Gentle Monster’s usual campaigns, it still is a slick and stylish statement of the brand’s eternal cool factor.