Top 10 Fashion Ad Campaign Films of Spring 2020

Fashion films largely began as behind-the-scenes of shoots as brands were unconfident of what the medium could do for a brand as well as where it would be shown. Fast forward just a few years and brands have jumped full onboard leveraging the medium as landing pages for their websites and concepting around film first.

Film shoots aside, several of the season standout films went full-on digital embracing virtual artistry to bridge reality and fantasy. Marine Serre enlisted firm Actual Objects to reinterpret the futuristic tribal societies she showcased in her Spring 2020 show while Balenciaga put the ‘fake’ in news with their surreal, and perhaps prophetic, broadcast news piece.

Agent Provocateur rolled the dice to live up to their brand name with a controversial piece that prompted dialogue about what it means to be a feminist today, marrying powerful athletes with provocative imagery.

Gucci continues to invest heavily in building some of the most narrative and comprehensive films in fashion. This season saw not one, but seven films from the label with the cornerstone piece surrounding a trip to LA with show horses. Their pieces don’t take themselves too seriously and allude to novel fantasies. A whole psych class could be made of analyzing how they reflect the dreams of society.

Fabien Baron continues to set the bar for luxury design houses doing it all with mainstay brands. His recent men’s piece for Zara is worth analysis and should be benchmark for many a house to rise to.

As we come out of lockdown the digital addiction to brands as publishers, producers, and prophets of social aspirations is certainly now solidified and we look forward to how houses project our fantasies in film for the future. Here are The Impression’s Top 10 Fashion Ad Campaign Films of Spring 2020 as selected by Chief Impressionist Kenneth Richard and the team at The Impression.

Agent Provocateur – Play to Win

Agent Provocateur Creative Director | Sarah Shotton
Agency | Look Studios NY
Director/Photographer | Charlotte Wales
Director of Photography | Mathieu Plainfossé
Talents | Queen Harrison-Claye, Alysha Newman, Georgia-Mae Fenton, & Sasha Digiulian
Stylist | Charlotte Collet
Hair | Kiyoko Odo
Makeup | Jen Myles
Manicurist | Adam Slee
Casting Director | Rosie Vogel
Production Designer | Laura Sabat
Editor | William Town at Modern Post
Production | Iconoclast TV
Colour Grade | Cheat


Balenciaga Creative Director | Demna Gvasalia
Video | Will Benedict 
Director of Photography | Nicolai Niermann
Models | Eliza Douglas, Ivo Raspudic, Jannel Samantha Duncan, Jarno Parkkima, Marius Courcoul, Neda Brady, Qin Lei, Thalita Farias, Zhuo Chen
Hair | Holli Smith
Makeup | Inge Grognard
Set Designer | Samirha Salmi
Grading/Vfx/2D/3D | Trim Editing
Music | Wolf Eyes


Agency | Baron & Baron
Creative Director | Fabien Baron
Director | Fabien Baron
Photographer | Craig McDean
Accessories | Shot by Thomas Lohr
Stylist | Ludivine Poiblanc
Hair | Paul Hanlon
Makeup | Diane Kendal
Models | Henry Kitcher, Kristina Grikaite, Oumar Diouf, Tim Schuhmacher

Burberry – Evolution

Burberry Chief Creative Officer | Riccardo Tisci
Photographers/Directors | Inez & Vinoodh
Models |  Bella Hadid, Gigi Hadid, Kendall, Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey, Mona Tougaard
Stylist | Carlos Nazario
Hair | Duffy
Makeup | Lisa Butler
Set Designer | Jill Nicholls
Editor | Danny Doran
Post Production | Thomas Gifford/StereoHorse
Senior Colorist | Tim Masick


Brand Creative Director | Alessandro Michele
Art Director | Christopher Simmonds
Photographer/Director | Yorgos Lanthimos
Hair | Paul Hanlon
Makeup | Thomas De Kluyver
Location | Los Angeles / Chateau Marmont
Music Credits | Everybody’s Talkin’ Harry Nilsson (F. Neil) (P) Originally Released 1968. All rights reserved by RCA Records, a division of Sony Music Entertainment. © Third Palm Music / BMG Platinum Songs US. Courtesy of | BMG Rights Management (Italy) srl 
American Humane monitored the animal action on the set of the #GucciSS20 campaign. No animals were harmed.

Gucci Eyewear

Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Director/Photographer | Harmony Korin
Talents | Ni Ni, KAI, Delphi McNicol, Azu Nwogu & Jana Jonckheere
Stylist | Jonathan Kaye
Hair | Alex Brownsell
Makeup | Thomas de Kluyver and Gao Jian
Location | Amoeba Music Hollywood Store, Los Angeles
Music | “Dance Hall Days” by Wang Chung (Darren Costin, Nick Feldman & Jack Hues), © Kobalt Music Publishing Limited o/b/o Spirit Services Holdings, S.à.r.l., (P) Courtesy of Chong Music, By arrangement with Spirit Music Group

Marine Serre

Brand Creative Director | Marine Serre
Film Director | Rick Farin & Claire Cochran
Creative Studio | Actual Objects
Visual Artists | Jeremy Kamal, Hannah Gaengler

Miu Miu – Nightwalk

Director | Malgorzata Szumowska
Writer | Malgorzata Szumowska
Director of Photography | Michal Englert
Actors | Raffey Cassidy, Maja Ostaszewska, Magdalena Walach
Music | Hania Rani
Hair | Kacper Raczkowski
Makeup | Ola Dutkiewicz Mua

Saint Laurent

Saint Laurent Creative Director/Art Director | Anthony Vaccarello
Director | Nathalie Canguilhem
Talents | Vassili Schneider, Ethan Haddad, Liu Xiaoyi, Thomas Greaux, Zsofia Varju & Marie Moulin
Music | Smalltown Boy by Bronski Beat

Zara Man

Agency | Baron & Baron
Chief Creative Director | Fabien Baron
Creative Director | Christophe Derigon
Film Director | Fabien Baron
Director of Photography | Philippe Le Sourd
Executive Producer | Mina Viehl
Production | Seeker Productions / 138 Productions
Photographer | Craig McDean
Models | Rockwell Harwood, Benno Bulang, Oumar Abdu Rahman Diouf, Leon Dame, Elias de Poot, Romaine Dixon, Jonas Glöer, Junyounghwang, Henry Kitcher, & Erik Van Gils
Stylist | Karl Templer
Hair | Eugene Souleiman
Makeup | Susie Sobel
Casting Director | Ashley Brokaw
Set Designer | Mary Howard
EP of Post | Jacques del Conte
Editor | Will Town
Music | Future Perfect
Sound Design | Raphael Ajuelos