Kendall Jenner x AboutYou “Kendall for AboutYou” Fall 2021 Ad Campaign by Creative Director Donald Schneider and Photographer and Director Zoey Grossman with Model Kendall Jenner
Kendall Jenner rides into the digital sunset with her Fall 2021 collection for AboutYou. The superstar influencer’s second collaborative drop with the online retailer is highlighted in a new campaign by creative director Donald Schneider with photography and film direction by Zoey Grossman.
The campaign imagery combines timeless equestrian action with a coolly modern sense of style. Wearing her new collection’s range of trendily cropped knits and winter-ready jackets (each individually numbered and bearing the designer’s birthdate), Kendall feels the freedom to let loose and be herself as she rides horses – though at times opting instead for the roar of an ATV – at a farm on the outskirts of Los Angeles.
The film’s music comes courtesy of Robert Dietz, a DJ at Berlin’s infamous Berghain nightclub. In keeping with the imagery’s combination of home-on-the-range and city-girl aesthetics, the mixmaster seamlessly blends some folky country twang into a propulsive club beat.
The campaign wisely continues the forward-thinking, digital-first marketing approach established to launch the initial collaborative drop. The format leverages the Instagram atmosphere of fast-paced trends, FOMO, and “it” pieces, counting on making a lot of sales over a short period of time, as opposed to a more traditional, long-form campaign. Of course, such an approach needs a strong social-media mouthpiece to spread the word and get fans involved, and there is probably no better person for the job than Kendall Jenner.
With a stronger creative team and concept than the first campaign, this sequel is a great way to further expand on the success of its marketing blueprint and do it with even more style. While it may be true that even cowgirls get the blues, Kendall Jenner and AboutYou ought to be all smiles.
Creative Director | Donald Schneider Photographer and Film Director | Zoey Grossman Director of Photography | Tyler Kohlhoff Model | Kendall Jenner Stylist | Max Ortega Hair | Irinel de León Makeup | Mary Phillips Music | Robert Dietz Location | Los Angeles
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