Sundae School

Dec 2024

Sundae School leans into a whimsical, high-concept aesthetic for its Holiday 2025 ad campaign, seamlessly blending commercial product photography with surrealist art. Under the guidance of creative directors Dae Lim, Corinne Ang, and Audrey Bark, the project establishes a dreamlike winter wonderland where vibrant Mochi gummy packaging meets a flurry of candy-coated fantasy. Photographer Guillermo Cano expertly navigates the balance between grounded lifestyle shots and gravity-defying compositions, utilizing studio strobe lighting to emphasize the glassy, translucent textures of the candy against crisp, gradient blue backdrops. The campaign is elevated by the presence of model Chloe Surreal, whose styling—complemented by the intricate, artistic hair and makeup by Elizabeth Wang—anchors the brand’s playful identity. Techniques like 3D render and CGI are integrated to create a sense of scale and impossibility, with giant disembodied hands and levitating fruit adding a layer of sophisticated strangeness to the festive narrative. By pairing retro-style typography with soft, tactile fabric drapes and snowy elements, the visuals capture a fresh perspective on seasonal marketing. This project showcases how Sundae School maintains its signature youthful energy while pushing into an editorial, fine art space that feels both nostalgic and distinctly modern, ultimately transforming simple holiday gifting into a high-fashion, multisensory experience for the viewer.

Commercial