Love in the Time of Margiela: This SS24 Campaign is a Blind Date with Avant-Garde Beauty
Our video ad campaign for Maison Margiela's SS24 collection delved into the duality of human nature, crafting a poignant love story within the brand's distinctive universe. By meticulously recreating key looks, we immersed ourselves in the Margiela aesthetic. A talented team, united by a shared creative vision, brought this concept to life in a carefully selected location. We maintained a steadfast commitment to preserving Margiela's enigmatic identity, ensuring the campaign remained authentic to the brand's core values. The entire process was a truly inspiring experience.
About Project
Client:
Duration:
Maison Margiela
10 Weeks
Topic:
Art Direction
Role:
Creative Director
Team:
4 People
Collection
The Margiela SS24 collection served as the foundation for our shoot, with specific looks chosen to effectively represent the campaign's aesthetic and message.
Inspiration
The project's inspiration stemmed from the duality of life and the concept of a vestry transitioning into the afterlife. This was visually translated using negative color palettes and drawing upon Margiela's brand identity, characterized by its underground and enigmatic aesthetic.
Production
The production phase involved sourcing garments inspired by the key looks, developing a narrative for the film's storyline, and establishing the lighting, color palette, and background design for the shoot. We conducted styling and makeup trials in advance and assembled a collaborative team of creatives to execute the production.
Video Ad Campaign
Retrospect
In retrospect, this project significantly enhanced my understanding of the production process, encompassing pre-production, production, and post-production phases. I gained valuable insights into art direction, look curation, and the critical role of post-production elements such as music selection. Art direction is an area that particularly excites me, allowing for the application of my creative vision.