Review of Golden Goose Super-Star Ad Campaign by Director and Photographer Maik Schuster with models Jane Fonda, Keegan Palmer, Alessandro Ossola, Joe Bastianich, Sculy Mejia, and Cristina Ehrlich
Anchored by the legendary Jane Fonda, the latest campaign from Golden Goose is a high-energy exploration of the many ways to be a superstar. The campaign was shot and directed by Maik Schuster and arrives in time to celebrate the brand’s 25th anniversary.
Joining the iconic actor and activist is an eclectic and impressive cast of fellow talents: Australian skateboarder and two-time Olympic gold medalist Keegan Palmer, Italian Paralympic athlete and Inclusive Padel Tour Founder Alessandro Ossola, American restaurateur and entrepreneur Joe Bastianich, and renowned American fashion stylist Cristina Ehrlich.
The fun, narrative-driven short film cleverly weaves each of these cast members into a self-referential story that centers around the brand’s signature sneaker, the Super-Star. Jane arrives on set for a photoshoot, but the styling team is horrified to find that the most essential piece of her outfit is missing. Thus begins a high-octane race against time as the cast of characters join forces to get the sneakers onto the star’s feet, with a series of fun vignettes punctuated by the repeating tag line of “Super!”
The campaign feels like an instant classic, taking us back to another era of TV ad spot campaigns that were big on heart and narrative energy. When it comes to marketing a signature, seasonless piece like a star sneaker, the key is in balancing timelessness with freshness. This campaign sets a very strong foundation for that balance, and if the brand can continue to balance its creative ideas with accessible narratives and find subtle ways to evolve and expand its “Super!” world, then it will be good to go for another 25 years and beyond.
Photographer and Director | Maik Schuster
Models | Jane Fonda, Keegan Palmer, Alessandro Ossola, Joe Bastianich, Sculy Mejia, and Cristina Ehrlich