Review of Sandro Spring 2025 Ad Campaign by Art Director Atelier Franck Durand and Photographer Nigel Shafran with models Merel Roggeveen and Joseph Uyttenhove
Sandro offers a perspective of cleverly crafted optimism with its new Spring 2025 campaign. With art direction from Atelier Franck Durand, the campaign was lensed by photographer Nigel Shafran.
The visual journey explores a playful intersection between whimsical craft and classic French sophistication. The narrative unfolds in Cannes on both the streets and in the elegant interior of a mid-century villa. But these scenes are overtaken by elements that speak to the joy of creativity: the characters are swarmed by paper cranes, tangled up in party streamers, or surrounded by bright yellow tubing. In one particularly fun image, a protagonist sits in the front seat of a Lamborghini and knits balls of purple yarn into a scarf while beaming at the camera.
While the concept is playful, it’s also a reminder to take silliness seriously, as great design usually begins from a place of play. Not many brands are bringing such a recognizable, uplifting, and relevant point of view to their campaigns, and it’s great to see Sandro joyfully take the creative risk.





Sandro Creative Directors | Evelyne Chetrite and Ilan Chetrite
Art Director | Atelier Franck Durand
Photographer | Nigel Shafran
Models | Merel Roggeveen and Joseph Uyttenhove
Stylist | Joe McKenna
Location | Cannes, France