Songzio Fall 2024 Ad Campaign

Review of Songzio Fall 2024 Ad Campaign by Creative Director Jay Songzio and Photographer Cho Gi-Seok with models Hwan Meang and Jaewon Jung

Songzio continues its excellent collaboration with the phantasmagorically talented photographer Cho Gi-Seok, exploring magic and myth for the Korean brand’s Fall 2024 campaign.

Cho is known for his richly colored and layered photographs that make evocative use of complex visual symbolism. Here this practice once again unites with Songzio’s dark and richly romantic, oversized and avant-garde design sensibility, resulting in a campaign rich with narrative and visual depth.

The collaborators draw inspiration from the myth of Prometheus, the titan who stole fire from the gods and gifted it to humanity, and was punished for this transgression by having his liver eternally eaten by birds. These symbols of fire and bird are woven throughout Cho’s dramatically layered compositions, forming an abstract retelling of the perennial story. The campaigns heroes or antiheroes, Night Thieves, carry a torch through fantastic landscapes bathed in murky shadows. Cho makes use of double exposures and clever editing techniques to create a sense of dreamy surrealism. Rich red and teal tones work their way into the primarily black-and-white compositions, while a few haunting and spectacular images see the fire explode and swallow the world.

Few brands are approaching their campaigns with such bold and cinematic narrative concepts, and fewer still are executing them so successfully. At a moment when major campaigns are losing their point of view and becoming homogenous and colorless, Songzio is creating gorgeous worlds of fashion, mythology, and art. This is not just a campaign, but a portal into a another world.