Camper

Sep 2023

Camper continues its tradition of subverting the mundane with its Fall 2023 ad campaign, a masterclass in surrealism and high-fashion editorial storytelling. Under the creative direction of Achilles Ion Gabriel and art direction by Emanuela Amato, the project leans into a delightfully chaotic aesthetic that bridges the gap between commercial footwear advertising and performance art. Photographer Grant James-Thomas captures these vignettes with a signature raw, natural light quality, utilizing high-speed freeze techniques to suspend moments of calculated absurdity—from a floating three-tiered cake to a shower of shattered glass surrounding an unfazed subject. The campaign, which features the striking presence of talent such as Julia Fox and Germain Louvet, transforms everyday urban backdrops into stages for levitating dogs, fizzing soda, and gravity-defying maneuvers. Through the sharp eye of stylist Mariaelena Morelli and the meticulous hair and makeup work of Chiao Chenet and Masae Ito, the collection—highlighted by bold, minimalist silhouettes and vibrant yellow-capped rubber soles—takes center stage as a functional accessory within a dreamlike reality. By blending lifestyle reportage with high-concept VFX and surreal set design by Felix Gesnouin, the campaign positions Camper not just as a footwear label, but as a brand defined by its playful, irreverent spirit, effectively capturing the attention of a fashion-forward audience through deliberate, visually arresting compositions that challenge the viewer to look twice.

Lifestyle, Commercial

Natural light

Footwear, Fashion