Graff 'I Wish' Holiday 2024 Ad Campaign

Review of Graff ‘I Wish’ Holiday 2024 Ad Campaign by Creative Director of The Style Council and Photographer Nicolas Kantor with models Andrea Diaconu, Hedi Ben Tekaya, Louise de Chevigny, Bing Bing, Michael Chima, Solange Smith

Graff explores the festive power behind objects of desire with its Holiday 2024 campaign. Titled “I Wish,” the campaign was led by creative director Robert Lussier of The Style Council and lensed by photographer Nicolas Kantor.

Kantor’s portraits find his cast of powerfully poised subjects in a minimal gallery space. Against the white walls and sophisticated black-tie tailoring, Graff’s colorful and intricately cut jewelry exudes a magnetic and magical presence.

The accompanying short film deepens the compositional depth of the imagery by using a few sophisticated set-design elements, while the models break out of their solitude to make connections that tap into a spirit of joyful holiday celebration. The soundtrack choice of Vivaldi’s The Four Seasons furthers the dynamic energy and reflects the designs’ baroque opulence.

Balancing a powerful focus with subtle nods to sophisticated holiday festivity, the campaign is another strong example of Graff’s bold take on celebrating the splendor of gemstones.