The Ad Exec: Now here's a stunner. Never in a million years would I have thought that Bally would look so great. I mean the brand still feels a little faceless, a little built-by-commitee. You know, there is no personality driving Bally that we know of. You would think a big ad buy like this would have brought them a nice little write up in W or Bazaar but one of the really clever things I like about the campaign is it pushes the feeling of the brand and puts the product on the back burner. That's usually a scary thing to do .And it actually works here.
The Editor: Here is a campaign that is all about poetic license. Solve is given the freedom of vision to create something that transcends a mere sales pitch and in the process elevates Bally's as a label to watch. Purity in recent campaigns have turned a little anemic, but here the purity is felt, it's sincere and it's exquisitely crafted. I wish all luxury campaigns were as crafted as this.
The Shop A Holic: The clothes are kinda nothing though. I don't see a must have bag or a must have shoe but it's really cool to look at. Kinda like a frozen arty French TV commercial.
The Rep: This is a huge breakthrough for Solve and he deserves it. He's from that promising new school of post-computer photographers who I predict are going to own the industry in the next five years . Does anyone know the story on the "landscapes" on the other side of the page? They could be framed as art prints.