Review of Alberta Ferretti Spring 2023 Ad Campaign by Creative Director Sara Hemming with Photographer Rafael Pavarotti with model Mona Tougaard
Alberta Ferretti explores color and motion with a new Spring 2023 campaign by photographer Rafael Pavarotti and art director Sara Hemming.
Alberta Ferretti’s studio portrait-based campaigns have always kept things visually quite simple, allowing for a straightforward emphasis on the designer’s lavish, couture-like dresses. This latest campaign sticks to this formula, with Pavarotti’s signature eye for bold color and contrast imbuing the portraits with a lush jewel-toned punch.
Meanwhile, the short film lends a much-welcome aspect of motion to the imagery, so Alberta Ferretti’s airy and flowing designs can be seen with the fluidity and dynamism with which they are meant to be seen. The video deploys quite a few editing tricks like layering, motion blur, and reduplication, and while some of these are fun and serve to emphasize the motion of the dresses, their presence doesn’t feel entirely necessary.
But anchoring it all is the inimitable Mona Tougaard, who brings the poise, beauty, and personality that such a visually straightforward campaign for such a room-commanding collection demands.
Creative Director | Sara Hemming
Photographer | Rafael Pavarotti
Videographer | Candice Lo
Model | Mona Tougaard
Stylist | Poppy Kain
Hair | Ali Pirzadeh
Makeup | Ana Takahashi
Set Designer | Ibby Njoya