Craig Green Spring 2018 Ad Campaign

Craig Green | Spring 2018 Ad Campaign

For Spring 2018, London-based designer Craig Green has dropped an absolute fire of a campaign—literally speaking. Stepping quite drastically outside of the conventional box for this one, Green found creativity in destruction by burning his designs to a cinder.

Featured in the campaign are two images—the first featuring Green’s signature body sculptures that have been positioned in abandoned surroundings, and the second the same structure lit aflame. The underlying idea for this campaign is one focused on overcoming design for practical and decorative purposes, placing a sense of symbolism on the sculptures. The notion of burning the designs is intended to highlight “embracing destruction and the beauty of impermanence.”

Photographer | Dan Tobin Smith
Set Designer | David Curtis-Ring