The Spring 2020 ad campaign from Massimo Dutti is a love letter to travel.
The campaign is led by creative director Franck Durand, and confidently bears marks of his experience throughout. In addition to working with many high-profile fashion houses, Durand revived the American magazine Holiday in 2014. Immensely popular in the 50’s and 60’s, the travel magazine sought to portray the world unlike any other publication at the time. Some of the most celebrated writing by Graham Greene, Joan Didion, Jack Kerouac, and Truman Capote first appeared in the pages of Holiday. While the magazine is still written in English, under Durand’s direction it is now based in Paris, and remains truly international.
Durand draws heavily on this vision of exploring and portraying the world as inspiration for the campaign’s short film. The film follows a couple as they meet and explore the city, forests, and beaches of some unnamed equatorial South American locale, perhaps in Ecuador. While fashion films often present this kind of journey as a fantasy, and though today international travel seems especially idealistic, the film does not feel dream-like or fantastical. Instead, it honestly captures the energy and excitement of exploring a new place with someone you love. Though it clocks in at less than a minute, impressive editing of very quick shots gives the sense that we have experienced a full day.
The complementary still photography, directed by Mika Altskan and lensed by Lachlan Bailey, finds beauty in the restful moments of this day, but cannot achieve quite the same sense of organic discovery afforded by the film.
Just by sticking to his artistic principles, Durand has transformed a mere advertisement into a living magazine editorial. His love of travel and of giving voice to the feelings it conjures has produced a campaign that feels unique in its appreciation of reality, and powerful in its ability to create an ideal sense of beauty out of this reality. When the world finally opens back up and we can venture out into it, we hope our experience can look a little something like this.
Creative Director | Atelier Franck Durand Photography | Lachlan Bailey Director of Photography | Mika Altskan Models | Andreea Diaconu, Simon Nessman Stylist | Geraldine Saglio Hair | James Pecis Makeup | Mark Carrasquillo Production | Mamma Team Music | Tympanistan