Review of Jacquemus x Apple Spring 2025 Ad Campaign by Creative Director Simon Porte Jacquemus
Jacquemus and Apple take us on a surreal journey into the heart of the brand’s creative process with a special new collaborative campaign film.
The campaign extends Jacquemus’ partnership with Apple, which first took shape as part of the brand’s recent see-now-buy-now Spring 2025 runway show. New photography and film capabilities of the iPhone 16 Pro Max were used to capture the show’s livestream, including cinematic slow motion shots, as well as runway photography like detail shots that used the device’s telephoto features.
Drawing on these features once more, “Just another day at the Jacquemus ateliers” playfully shows that a normal day at the brand is anything but. Shot in a single take from a perch overlooking the atelier, the one-minute film is jam-packed with playful details and surreal hijinks. Sewists iron stacks of toast; printmakers ride stationary bikes while painting fabric; an unaware sewist has his sleeve sewn onto a garment; an intern takes a nap among the fabric bolts; and much, much more. Like a moving Where’s Waldo puzzle, every moment is full of clever details that invite numerous rewatches just to take in all the creative inventiveness that went into the film.
Jacquemus continues to have one of the smartest digital marketing strategies in the industry, always leaning into the creative possibilities unlocked by emerging technology and making sure its whimsical vision of south-of-France chic is always at the forefront of the social media conversation through a high-velocity release cadence. This latest campaign is another example of that successful practice, and the partnership with Apple not only gives the brand a welcome financial boost to continue its expansion, but also shows smart thinking in creatively harnessing the massive tech industry. But perhaps most importantly, all the love and care that went into crafting this video is palpable.
Jacquemus Creative Director | Simon Porte Jacquemus