'Welcome to Wonderlab' Spring 2021 Ad Campaign

Review of Swarovski ‘Welcome to Wonderlab’ Spring 2021 Ad Campaign by Swarovski Creative Director Giovanna Engelbert, Art Director Henrik Zachrisson of Agency General Idea with Director Terence Neale and Photographer Mikael Jansson

Swarovski imagines a stunning world of crystal, light, and color in a new campaign for Spring 2021. Titled “Welcome to Wonderlab,” the campaign features art direction from Henrik Zachrisson with director Terence Neale and photographer Mikael Jansson.

The film follows model Adwoa Aboah as she is magically transported to a glittering fantasy world, where she discovers the Wonderlab. Overseen by a Wonka-esque headmistress played by the magnificent and talented Gwendoline Christie, this place is a colorful celebration of the beauty of Swarovski crystal, balancing whimsy and sophistication to capture the shimmering spirit of jewels.

There is a stunning amount of visual detail here, for which the creative team deserves immense praise. From bespoke jeweled bodysuits to delicate crystal flowers, the house’s excellent craftsmanship is on full display. The digital effects team also does incredible work to bring this beauty out into an imaginative fantasy world full of character and visual storytelling.

It’s exciting to see Swarovski, who usually lean more in a minimalist direction and rely on their century-old history of sophisticated craftsmanship, embrace playfulness and imagination.

The visuals effectively translate the beautiful effects of light that give crystal jewelry its endless allure, expanding this internal power out into a magnificent external world. There is so much as-yet-unexplored possibility for fashion contained in crystal, and this campaign scratches that surface with a diamond-like strength.

Swarovski Creative Director | Giovanna Engelbert
Photographer | Mikael Jansson
Talent | Adwoa Aboah, Gwendoline Christie, & Isla Johnston
Stylist | Julia Sarr-Jamois
Hair | Anthony Turner
Makeup | Hannah Murray
Casting Director | Piergiorgio Del Moro

Agency | General Idea, New York, USA
Executive Creative Director | Semjon Von Doenhoff
Managing Director |Tanner Graham
Executive Producer | Ashley Scott
Art Director | Henrik Zachrisson
Production Company | Park Pictures
Director | Terence Neale
Director of Photography | Darren Lew
Production Designer | Pirra Calvo
Executive Producer | Justin Pollock
Producer | Rozanne Rocha-Gray
Editor | Julian Redpath
Stylist | Bea Akerlund
Service Company | Family Production
VFX | Black Kite Studios