I’ve just started at HALAL as executive producer focusing on talent and growth, after 10 years in film and photography working with some of the best agencies and production companies in Amsterdam. I’m obsessed with film craft and creative storytelling, but I also like fashion. I’m particularly interested in how the fashion industry creates hype and iconic imagery to build its brands...
Balenciaga - 'Winter 2022 Collection'
Production: Object & Animal
With sublime creative direction by the talented Demna and photography by the amazing Daniel Roché, the campaign for Balenciaga’s winter collection sees Alexa Demnie and Kim K. (amongst others) in subtly dystopian simulated weather-scapes. This follows on in the same thematic territory from the Balenciaga’s controversial presentation earlier this year which took place in a glass dome wherein models circled in a snowstorm - an ecological statement but also one about displacement and the Ukraine war. This latest campaign brings home a similarly striking message about the climate crisis, but presents it with a lighter touch and more ambiguously, which I quite like.
TK Maxx - 'TK Maxx Have a Website'
Agency: Wieden + Kennedy London
Director: Lou Escobar
This commercial isn’t connected to fashion week, but it’s so watchable I have to include it. Lou Escobar’s surreal and super stylish aesthetic in combination with the track by Cambodian singer / songwriter Pan Ron completely nails it and is instantly memorable.
Daily Paper x Ajax x adidas - 'Amsterdam Is Where We Shine'
Director: Rogier Smalhout
This campaign by my new colleagues at HALAL
is for cult Amsterdam clothing brand Daily Paper - celebrating its collaboration with adidas and our very own football club, Ajax. I love this - it says so much about the city I live in and love. Bringing together football, fashion and street culture with a huge
side portion of authentic Amsterdam culture - its people and places and the multicultural roots that have made this city what it is today.
Prada - 'Fall 2022 Collection'
Creative Director: Ferdinando Verderi
Photographer: David Sims
Styling: Olivier Rizzo
Talents: Jeff Goldblum x Damson Idris x Rami Malek
This black and white photographic campaign
features Prada ambassadors such as Rami Malek and Jeff Goldblum - and it’s described as "offering windows on human life, expanding their narrative”. It really stands out in its simplicity and editorial look, with each protagonist presented and photographed alongside an inanimate object. The item has a deep personal meaning and relevance to the protagonists, and I must say I like the personal touch and the fact that the models play themselves and are able to express their personalities.
Moncler - 'Milan Show 2022'
- Credit // Supplied
Then, as a final note, we can’t ignore Moncler’s grand finale at Milan Fashion week. More fashion spectacle than fashion show, the scene was set by prima ballerina Virna Toppi followed by 700 dancers and an enormous cast of 1952, representing the idea of unity, cohesion and the art of moving as one. Although you might argue that this isn’t a piece of advertising per se, the hype around the show and its earned media makes this a huge marketing play to celebrate 70 years of Moncler.