DRYROBE® CHRISTMAS
ROLES: CONCEPT / ON-SET DIRECTION
PHOTOGRAPHY: DIEGO HERNANDEZ
VIEDOGRAPHY: GABRIELLA ZAGNI
When you can’t get to the snow, bring the snow (machine) to you. I thought for 2024 we’d try something a little different (and budget-friendly) for the annual Christmas drop. An £80 snow machine in the office car park!
After a lot of experimenting, we got it right, but I feel like we tried to style it out too much, so for 2025’s version we made no efforts to hide the snow machine, in fact we made a part of story.
These campaigns, particularly the 2025 version, are a bit of an antithesis to AI-generated content. When apps can churn out cinematic-level videos with just a prompt and the press of a button, it becomes even more important for brands to showcase the human side and develop an emotional connection with the audience. Show the unglamorous stuff. Don’t worry about how polished something is, worry about how real it is.