13 09 SR

Mar 2025

The latest campaign for 13 09 SR titled As Seen on TV playfully dismantles the boundaries between high-fashion editorial and the frantic, fragmented reality of modern broadcast media. Under the creative direction of Serge Ruffieux and the sharp eye of director RickDick, the project leans into a surrealist aesthetic that transforms the mundane iconography of urban life and vintage home electronics into high-concept commentary. In one frame, a model navigates a bustling city street draped in a bold, literal garment of fresh bananas, an image expertly wrapped in the nostalgic visual texture of VHS lo-fi scan lines and faux news broadcast tickers. The campaign seamlessly pivots from this public-facing spectacle to an intimate, cinematic vignette where a hand emerges from a flickering television set to showcase a heavily buckled ankle boot. This juxtaposition of high-contrast, moody lighting and uncanny, live-action techniques creates a disorienting yet undeniably magnetic narrative. By integrating VFX to blur the line between static retail imagery and performative media consumption, 13 09 SR invites viewers to reconsider the relationship between the products they covet and the screens through which they view them. It is a masterful exercise in commercial surrealism, elevating footwear and avant-garde design into a broader, meta-commentary on the artifice of the fashion industry itself.

Commercial, Surreal