Review of Ferragamo Holiday 2024 Ad Campaign by Creative Director Maximilian Davis
Ferragamo celebrates the joy of the perfect gift with its Holiday 2024 campaign.
The campaign imagery takes shape as still-life imagery featuring a curation of giftable seasonal accessories that are big on texture, sparkle, and shine, encompassing a striking and cohesive color palette of black, red, silver, and white.
When holiday campaigns tend to be so much about driving emotional connection through storytelling tradition, a still-life campaign feels like a bit of a risk. But here, that risk has paid off; these still-life images are executed with such a strong visual perspective that they draw us intoxicatingly inward, while the design curation almost tells a story of its own.
The brief video that accompanies the photographs is also a smart way to bring a sense of narrative tension into the direct look at holiday gifting. In an all red space, a lone character attempts to wrap the brand’s signature Hug bag, but struggles to get the shiny red wrapping paper to cooperate with the bag’s unique shape. The clever punchline comes when eventually they give up, and simply adorn it with a bow.
Balancing subtle humor with shine and elegance, the campaign is a straightforward yet strikingly rich portrait of Ferragamo’s holiday must-haves.
Ferragamo Creative Director | Maximilian Davis