John Lewis: Shadows

Lowe London has released the new Christmas campaign for the British department store John Lewis.
"Everyone does celebrities and tinsel at Christmas time, especially the big UK stores, so we deliberately stayed away from all that and sought a purer approach," explained copywriter George Prest. "The brief was to talk about the the perfect gift for any individual and show a lot of product at the same time. We hit on the shadows thing early on and from then it was a case of testing, playing, prepping and stripping down until we had the bare minimum of stuff and people in the ad. Michael Gracey shot it for us. He was the one director who really embraced our vision for the piece and we think he's done an absolutely cracking job."