Fendi Peekaboo Spring 2022 Ad Campaign

Review of Fendi Peekaboo Spring 2022 Ad Campaign by Creative Director Ronnie Cooke Newhouse & Karl Bolander of Agency House + Holme and Director Luca Guadagnino with models Adwoa Aboah

Fendi channels the magic and history of its home of Rome with a new campaign for its iconic Peekaboo bag. The Spring 2022 campaign features creative direction from Ronnie Cooke Newhouse and Karl Bolanger and film direction by Luca Guadagnino.

Romantic and whimsical, the film blends epic drone footage and green-screen trickery to follow model Adwoa Aboah as she glides over the city. Effortlessly weightless and floating on air, she flies over Rome’s legendary ruins and unmistakable architecture, while above her the sunset paints the sky a gorgeous blue-to-gold gradient. Guided by her trusty Peekaboo bag, she eventually touches down at the historic piazza that houses Fendi’s HQ.

The campaign fuses a signature brand vocabulary with imagination and technology to make timeless style and historical setting feel playfully modern, making for a visually rich ode to Fendi’s home.