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
FILM 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
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