AMI Spring 2024 Ad Campaign

Review of AMI Paris Spring 2024 Ad Campaign by Creative Director Alexandre Mattiussi and Photographer Luis Alberto Rodriguez with models Julia Nobis, Selena Forrest, Apolline Rocco Fohrer, Saul Symon, Sang Woo Kim, and Zaram Obasi

AMI Paris evokes a world of intimacy, color, and connection with its Spring 2024 campaign shot by photographer Luis Alberto Rodriguez.

Rodriguez’s group portraits make a cinematic and resplendent use of lens flare and shimmer to draw us into a kaleidoscopic yet grounded visual world. though the set design moves us through specific scenes and narrative beats – a car, the street, a bedroom – we always stay situated within the studio, creating an abstract and transitional aesthetic that bridges the space between fashion editorial, cinema, and theater.

The storyline and characters are similarly open-ended. Rodriguez’s intimate compositions suggest a powerful group dynamic between the group of friends and/or lovers portrayed by a strong cast of top models, as well as distinct interpersonal relationships between each of them. Their body language suggests mutual support and connection, but again the viewer is left to draw their own conclusions.

The accompanying short film deepens the sense of atmosphere and intimacy without answering questions. Patient and romantic cinematography transforms the still scenes into gently moving vignettes, offering a further look at each character and the way their personae are illuminated by style.

The campaign nicely fits into AMI’s established campaign aesthetic of intimate studio-based portraiture while quietly moving it forward with a new sense of character and cinematic inspiration.