Review of Jacquemus Digital Holiday 2023 Ad Campaign by Creative Director Simon Porte Jacquemus
2023 saw Jacquemus continue to be one of the most clever and forward-thinking marketers
when it came to digital communication and social media. Fusing IRL creativity with uncanny
digital augmentation, the brand served up dozens of memorable fashion moments and garnered
millions of views in the process.
The brand’s approach to social media across the year cleverly played with contemporary
anxieties around artificial intelligence and digital dupes. Hyperrealistic animation blew the
brand’s must-have bags up to larger-than-life size and framed these digital dupes against real
locations around France, creating double-take-inducing moments of fashion disbelief. Other
clips deployed cutting-edge physics engines to create surreal and sensorial experiences that
saw the brand’s signature accessories multiplied ad infinitum, making for a kind of post-
industrial rumination on mass production and consumerist desire – while of course stoking that
very desire.
The approach was cleverly amped up during the holidays as December saw the brand wisely build on the established visual lexicon of this ongoing project and guide it into festive territory while maintaining its signature virtual charm.
As bite-sized, multi-part formats like those that thrive on Instagram reels and TikTok continue to
encompass greater and greater proportions of our cultural consumption, Jacquemus’ clever and
digitally artisanal approach sets a very high standard that other brands would be wise to look to
and learn from.
Jacquemus Creative Director | Simon Porte Jacquemus