Chimi

May 2026

Chimi takes a bold, narrative-driven turn for its Spring 2026 ad campaign, The Trial, transforming the eyewear brand into the protagonist of a high-stakes legal drama. Moving away from traditional fashion lookbooks, this campaign leans into a theatrical, cinematic atmosphere that centers on the courtroom as its primary stage. Under the creative direction of Charlie Lindström and the expert lens of director Shadrinsky, the project utilizes live-action techniques to build a world defined by stark, institutional wood-paneling and clean, natural light. Each frame feels like a deliberate piece of a larger script, where eyewear is treated as a character-defining accessory rather than a simple retail product. The imagery utilizes editorial minimalism, stripping away extraneous noise to focus on the tension between the diverse cast of talent and the clinical, formal surroundings. DP Lionel Turner captures the scenes with an even, unflinching light that emphasizes the texture of the garments and the precise geometry of the settings, while the meticulous set design provides a grounded, realistic backdrop. Through this clever marriage of fashion and narrative, the campaign successfully elevates the brand to a storytelling vehicle, inviting viewers to decode the mystery of the proceeding while showcasing the latest collection with refined, sophisticated poise.

Commercial

Live-action Technique

Eyewear, Fashion