Ad campaigns are an essential and powerful tool for establishing and communicating a brand identity – sometimes even more so than the clothes themselves. For a young or lesser-known brand, ad campaigns thus represent an exciting opportunity to broadcast its message and be seen by new eyes that may become those of loyal fans.
Casablanca took a delightfully unexpected route in casting the formidable and iconic Nicolas Cage for its Hollywood glamor-themed campaign. Smartly leveraging the star’s status as an emblem of contemporary Hollywood culture and identity, the campaign conjures a romantic daydream of Los Angeles living.
KNWLS tapped today’s idiosyncratic icon Julia Fox for its campaign. Photographed by the talented and exceptionally color-sensitive Elizaveta Porodina, the actor embodied a striking image of modern feminine power in a campaign that feels like an instant classic.
Dilara Fındıkoğlu delivered one of the best swimwear campaigns we’ve ever seen, thanks in part to the fact that it was unlike any swimwear campaign we’ve ever seen. Rather than going for poolside or beachy sex appeal, the imagery by photographer Casper Serjensen saw of model and actor Lily McMenamy summon the vintage mantic energy of early 20th-century vaudeville or burlesque performers and mythologized anti-heroines like Marie Antoinette or Marlene Dietrich while posing in sets that recall turn of the century curio cabinets or museum displays. The imagery thus becomes a sort of ironic exploration of dated attitudes toward women as things to be displayed, but not heard, valued as objects, but not people. Particularly through its connection to Fındıkoğlu’s incisively modern and revealing swimwear designs, the campaign was a powerful rebuke of these attitudes, with McMenamy’s character channeling mystical energies to reclaim her power and independence.
Though it’s been quietly putting its thoughtful mark on understated fashion (though it doesn’t consider itself “fashion”) for a decade now, Officine Générale only released its first campaign this season. Captured along the natural beaches of Audresselles in northern France, the campaign draws a powerful sense of contemplation from this seaside location and its gorgeous shots of the water, horizon, and shore. The campaign was released in print as well as wild postings and magazine stands, a choice that forms a fitting continuation of the campaign’s analogue feel, a more palpable and slow-paced approach that fits perfectly with the brand’s approach to simple, intentional design.
Here are the Top 10 Breakout Campaigns of 2022 as selected by our Chief Impressionist, Kenneth Richard.
Alan Crocetti Creative Director | Alan Crocetti Photographer | Szilveszter Makó Executive Producer | Siyan Chen Models | Teti Mar and Yiyan Yang Makeup | Vanessa Icareg Prosthetic Artist | Greta Giannone
Casablanca Creative Director | Charaf Tajer Photographer | Hugo Comte Art Direction | Olivier Leone Models | Nicolas Cage, Anok Yai, and Alton Mason Stylist | Helena Tejedor Hair | Errol Karadag Makeup | Sara Tagaloa Manicurist | soji Casting Director | Rachel Chandler, NC Groomer Set Designer | Heath Mattioli Producer | Serie Yoon Post Producer | Abi Bickley Retouching | Numérique
Creative Director | Rudy Grazziani & Dilara Findikoglu Photographer | Casper Sejersen Model | Lily McMenamy Hair | Shiori Takahashi Makeup | Anne Sophie Costa Casting Director | Madeleine Østlie Set Designer | Louis Gibson Producer | Antony Waller
Del Core Creative Director | Daniel Del Core Agency | Lane & Associates Creative Director | David Lane Photographer | Charlotte Wales Models | Barbara Valente, Cassady Clover Stylist | Carlos Nazario Hair | Andrea Martinelli Makeup | Nami Yoshida Casting Director | Samuel Ellis Scheinman
Heliot Emil Creative Director | Julius Juul Photographer | Mariya Pepelanova Art Director | Fabio Caldera
KNWLS Creative Directors | Charlotte Knowles and Alexandre Arsenault Photographer | Elizaveta Porodina Model | Julia Fox Stylist | Georgia Pendlebury Hair | Soichi Inagaki Makeup | Ana Takahashi Manicurist | Sylvie Macmillan Casting Director | The Establishment Lighting Director | Josef Beyer Production | Concrete Rep / Arcade Production Postproduction | Ink Retouch
Officine Générale Creative Director | Pierre Mahéo Creative Directors | Vincent van de Wijngaard, Saskia de Brauw, and Mark Schuijt Photographer | Vincent van de Wijngaard Models | Saskia de Brauw and Henry Kitcher Stylist | Isabelle Kountoure Hair | Ed Moelands
Peter Do Creative Director | Peter Do Art Director | An Nguyen Photographer | Philipp Paulus Film Director | Philipp Paulus Models | Maggie Maurer, Baby Nora-Jane and Vaiora Stroganoff
We11done Creative Directors | Dami Kwon and Jessica Jung Photographer | Willy Vanderperre Models | Mariacarla Boscono, Kamil Pluym, and Lennert de Lathauwer Stylist | Olivier Rizzo Hair | Louis Ghewy Makeup | Lynsey Alexander Casting Director | Ashley Brokaw
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