Review of AMI Fall 2024 Ad Campaign Part 2 by Photographer Vitali Gelwich with model Henry Lau
Ami continues its quiet exploration of artful personalities with the latest chapter of its Fall 2024 campaign. This time, the focus is on actor Henry Lau, who is lensed by photographer and frequent brand collaborator Vitali Gelwich.
The portraits were captured in an uncharacteristically quiet version of Shanghai, amid a nostalgic space that blurs the lines between cityscape and film set. Here, the multifaceted persona of Lau as both an individual and an actor is called into question, providing further depth to the sense of enigmatic cool he exudes in Ami’s latest collection.
This new chapter follows up on the first campaign installment that featured Jihyo of K-Pop group TWICE in another set of distinctive and intimate portraiture. The approach of slowly building out a seasonal campaign by steadily releasing content featuring one star at a time is a smart one that we’re starting to see more of (with Calvin Klein making a particularly strong example this year). Ami cleverly puts its own spin on the approach, combining thoughtfully chosen celebrity brand ambassadors with a soulful and sophisticated visual perspective to drive connection and emotional resonance across social media.
AMI Creative Director | Alexandre Mattiussi
Photographer | Vitali Gelwich
Model | Henry Lau
Location | Shanghai, China