Review of Givenchy 4G Handbag Spring 2021 Ad Campaign by Creative Director Matthew M. Williams and Film Director Simon Schmitt with models Martyna Budna, He Cong, Malika Louback, Sihana Shalaj, and Meadow Walker
Givenchy explores identity and blurs the lines between the real and the virtual in a new campaign for Spring 2021. The campaign, which highlights the house’s 4G handbag, features film direction by Simon Schmitt with cinematography by Benoit Soler.
Soler’s impressive cinematography gives the illusion that the film was created with a single camera shot, though the content of the film means this is technically impossible. It opens on an abstract and dramatically lit studio space, where smoldering models lounge and clutch their handbags. As the camera moves in, we realize we are witnessing some technical wizardry, as we notice that these models are all one person who has been digitally cloned. The camera continues to shift, introducing us to other characters and their digital doppelgängers while swathes of light and shadow alternate. An icy electronic soundtrack that slowly accelerates ratchets up the tension and cool intensity.
The campaign also features a photographic element, which, while not as conceptually or technically intriguing as the film, also does strong work to emphasize the the versatile character of the 4G. The imagery pairs the bag with slick monochrome looks, and sees them from unique, dynamic angles.
Though created with a complex technical approach, the campaign is a strong and straightforward look at new creative director Matthew M. Williams’ streamlined, progressive vision for the future of the iconic house.
Givenchy Creative Director | Matthew M. Williams
Film Director | Simon Schmitt
Cinematographer | Benoit Soler
Exectutive Producer | Camille Lambert
Models | Martyna Budna, He Cong, Malika Louback, Sihana Shalaj, and Meadow Walker