Review of RW&CO. Holiday 2024 Ad Campaign by Creative Director Ali Shams and Photographer Julia Kennedy
RW&CO. welcomes winter celebration with a surreal and joyful perspective all its own with its Holiday 2024 campaign. The Canadian brand tapped photographer Julia Kennedy to create the bright ode to the magic of the season.
While much of the brand’s previous imagery has been captured on location in outdoor settings, the new campaign evolves this approach and takes on a new spirit of floral fantasy. The whimsical set design imagines a space that is both indoor and outdoor, capturing both the ephemeral transition into winter of first frost and the celebratory spirit of a holiday party. Through the windows we see trees encased in ice, yet inside flowers bloom among ornate furniture and pink wallpaper. Cozily dressed in semi-formal winter layers, the characters exude a subtly irreverent spirit of joy and playful togetherness.
The campaign feels warm and refreshing both for its evolution of RW&CO.’s established format and for its distinct take on holiday imagery. Instead of the familiar red and green, Christmas trees, boughs of holly, tinsel, and all the rest, the brand goes in a visual direction of its own – while still remaining grounded in a festive spirit and the joys of the winter season.
RW&CO. Creative Director | Ali Shams
Art Director | Melinda Bishara
Photographer | Julia Kennedy
Production | Velouria Productions
Stylist | Nadia Pizzimenti