Hermes

Aug 2024

For the On the Wings of Hermès Fall 2024 campaign, creative director Nadège Vanhee-Cybulski delivers a masterclass in luxury fashion storytelling, seamlessly blending high-concept performance art with meticulous miniature craftsmanship. Directed by Jaco Van Dormael, the project transcends traditional advertising, leaning into a surreal, dreamlike atmosphere that feels more akin to immersive theater than a standard product launch. Through the lens of director of photography Juliette Van Dormael, the campaign employs a sophisticated live-action technique to breathe life into a series of fantastical, scaled-down landscapes. These vibrant, hyper-detailed environments—from moss-covered stages to ornate, circus-inspired dioramas—provide the stage for a whimsical narrative centered on Pegasus and the brand’s storied iconography. The cinematic quality is bolstered by the precise choreography of Michèle Anne De Mey, whose dancers interact with gravity-defying digital projections to blur the line between human movement and surreal animation. By utilizing heavy low-key chiaroscuro lighting and intricate studio strobe setups, the team isolates the brand’s leather goods in a gallery-like void, allowing the tactile textures of the products to shine against the dark, cavernous industrial studio backdrop. The result is a highly polished, visual odyssey that emphasizes the intersection of technical precision and artistic wonder, reinforcing the house's identity through a bold, theatrical lens that feels both intimate and grand in its execution.

Cinematic, Commercial

Live-action Technique

Luxury Fashion Houses, Fashion