Review of Lacoste Spring 2024 Ad Campaign by Creative Director Pelagia Kolotouros and Photographer Willy Vanderperre with models Novak Djokovic, Venus Williams, Pierre Niney, Jeon Somi, Ahn Hyo-Seon, and Wang Yibo
Lacoste celebrates a larger-than-life legacy of sport and style with its new campaign that both literally and figuratively embodies its catch phrase, “Play Big.” Heralding the artistic mindset for the brand’s next chapter under new creative director Pelagia Kolotouros, the Spring 2024 campaign was captured by photographer Willy Vanderperre.
The campaign impressively stars two titans of the tennis court, Venus Williams and Novak Djokovic, alongside an international cast of artists and performers.
But it’s hard to tell what’s bigger about this campaign: that impressive roster of stars, or the larger-than-life crocodile sculpture that forms the centerpiece of the imagery. Blowing up Lacoste’s signature logo and material palette, artists Imruh Asha and Ibby Njoya collaborated to build the monumental, multi-material reptile.
Vanderperre’s portraits capture the all-star cast as they encounter this crocodile that is both a set piece and a costar, suggesting a dialogue between the heritage sportswear house and the athletes and artists that carry this legacy forward each in their own way. The slogan and title of the campaign that appears at the bottom of each image perfectly sums it up with its invitation to “Play Big.”
Lacoste Creative Director | Pelagia Kolotouros
Photographer | Willy Vanderperre
Models | Novak Djokovic, Venus Williams, Pierre Niney, Jeon Somi, Ahn Hyo-Seon, and Wang Yibo
Set Designers | Imruh Asha and Ibby Njoya