Bally Spring 2024 Ad Campaign

Review of Bally Spring 2024 Ad Campaign by Photographer Alasdair McLellan and Art Director Christopher Simmonds with models Claudia Ferrier, Lottie Morris, Maria Ermakova, Nazarit Machin, Will Woodward, Josef Ptacek, Gideon Adeniyi

Bally explores architectural intimacy and the making of a modern wardrobe with its new campaign for Spring 2024. Showcasing the debut collection from creative director Simone Bellotti, the campaign was lensed by photographer Alasdair McLellan with art direction from Christopher Simmonds.

Captured within a historic Milanese villa, McLellan’s intimate portraits draw out a rich visual interplay between the airy interior’s elegant architecture and the collection’s sophisticated lines that feel both classic and personal. Impressively, this setting almost feels like the campaign’s main character, taking on a sense of personality and narrative of its own.

The accompanying short film takes things to the next level with its beautiful cinematography. The compositions create a wonderful sense of depth, while the soundtrack choice – “Spoon” by legendary krautrock innovators Can – feels out of left field in its off-kilter coolness, yet works to bring a new dimension of character to the scenes.

While Bally is still working to find its design identity following a rocky era of creative and leadership shakeups, their past few campaigns have felt very solid, even if not super memorable. There’s not much here to tell us that this has to be a Bally campaign and no other European luxury brand. Still, it’s visually gorgeous and achieves a strong sense of mood. These are powerful foundational elements that we hope to see the brand build off of as it works to realize what its distinct voice should be saying today.