Review of Zimmermann Resort 2021 Ad Campaign by Smile Agency, Creative Director Emil Vrisakis, Art Director Gabriele Hackworthy, Photographer Benny Horne with Model Irina Shayk
Zimmermann continues to mine the notion of romantic holidays filled with sun-drenched days in their latest campaign by ongoing creative partner Smile Agency. Their newest Resort 2021 ad campaign captured by photographer Benny Horne, with the guidance of Creative Director Emil Vrisakis and Art Director Gabriele Hackworthy, finds protagonist Irina Shayk alone on holiday in southern Italy.
The centerpiece of the campaign is a short film lensed in La Tonnara di Scopello, Italy. High-resolution modern shots of the town are juxtaposed with the grainy ‘Super 8’ effect that is all the rage this season with built edges and flickering film frames. The two video styles continue to oscillate throughout the entire piece as Shayk floats around the sea-side town. Before heading out for a day by the sea, she scoops up a beautiful Hasselblad 500c, a small camera popularized in the late 50s. The vintage effect of film cameras paints the central figure as more than muse but creator as well.
The campaign continues the simple narrative of the escapism lifestyle set in old-world, surf-side settings adored by founders Simone and Nicky Zimmermann, who themselves are from Australia. Shayk holds her own as the uber-model she is and needs no side-kicks; thus, it is a party-of-one for viewers and talent alike. Yet, one could make a Horne wisely frames Shayk off-center that the setting to is a character. Overall it is a reminder to us all that the world is out there, and in the meantime, fashion still can offer a sense of escapism.
Zimmermann Creative Directors | Simone & Nicky Zimmermann Agency | Smile Agency Creative Director | Emil Vrisakis Art Director | Gabriele Hackworthy Photographer | Benny Horne Video | Tom Sandford Model | Irina Shayk Stylist | Romy Frydman Hair | Neil Moodie Makeup | Benjamin Puckey Production | Anna Zantiotis Productions Location | La Tonnara di Scopello, Italy
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