Swedish retail giant H&M has debuted their 2018 holiday campaign’s video series, set in the fictional “Hotel Mauritz”.
The spots, directed by Prettybird’s Matt Piedmont in a campaign created by Adam&Eve/DDB, star “Parks and Recreation” actress Aubrey Plaza, along with model and musician Adonis Bosso, and a host of other catwalkers and influencers.
Prettybird’s Matt Piedmont has directed the H&M Christmas campaign created by Adam&EveDDB. A 6-film mini-series set in the fictional Hotel Mauritz kicked off on 12th November with Episode 1, named Bells & Whistles depicting an eclectic group of guests snowed in at an Alpine lodge. The second one, Get in Line launched on November and featured the hotel guests getting ready for a party. Succeeding, Lights Out was about decorating a Christmas tree featuring Run DMC’s unforgettable, It’s Tricky track. The last one is all about girl power, with a killing end. The other two will roll out on the every following week in the run up to Christmas day.
Aubrey Plaza, star of Parks & Recreation stars in the films with model/ musician Adonis Bosso. The soundtrack to the films has an 80s vibe with Tiffany’s ‘I Think We’re Alone Now’ providing the soundtrack to Episode 1, and Episode 2 ‘Get in Line’ showing Plaza and Bosso preparing for a party while listening to Neneh Cherry’s ‘Buffalo Stance’. Matt Piedmont is a former ‘Saturday Night Live’ writer, and the storyline of the 6 vignettes features a narrative following the cast of models, actors and musicians.
The brand is using the videos to promote its holiday collection, and the actors and models all sport head-to-toe looks from the retailer’s new offerings. Pernilla Wohlfahrt, H&M’s design director, mentioned the collection is all about effortless sophistication.
Our womenswear fashion is a particular highlight for me this year, with numerous cool, relaxed pieces that will take the panic out of party dressing. As for menswear, the collection is full of sleek tailoring, and our childrenswear is truly fantastic, full of fairy-tale accents. From luxurious statement pieces to homespun treats, it’s about catering to the magical seasonal atmosphere.
Matt Piedmont also commented,
We had three different crews…shooting during London’s summer heat wave. It was fun controlled chaos, like being at Timothy Leary’s Millbrook mansion.
Unlike the company’s previous Christmas advert, this one is more about handling Christmas casually, like the 90’s parties, decorating trees or clashing outfits, all happening in a chalet…