David Jones promotes Autumn 2017 season with new spot via TBWA Sydney directed by Ujin Lin featuring American supermodel Karlie Kloss
David Jones has put to air a new campaign ‘Live Outside the Seasons’ promoting the new Autumn/Winter 2017 season collection, featuring US supermodel Karlie Kloss.
The commercial was created by agency TBWA Sydney/MAUD, directed by UK based Ujin Lin and produced by Australian production company Exit Films.
As the star of the campaign, Kloss is seen transitioning between the weather conditions, proving that our seasons refuse to be defined. From a dark and stormy setting, to warm, sizzling heat, Kloss moves and lives outside the boundaries of typical seasons and showcases David Jones’ latest fashion, which is as versatile and dynamic as the weather.
Set in varying conditions, the videos follow Kloss alongside key talent Ruby-Jean Wilson, Yifan Zhang and Zoe Barnard as they battle against the elements in new Australian and international designer fashion.
Says David Collins, group executive of merchandise, David Jones: “Australians increasingly appreciate the realities of unseasonable weather 
and David Jones’ AW17 campaign speaks to that. With international supermodel Karlie Kloss as this season’s face; our campaign has showcased our exclusive Australian and international designers and their strongest pieces from AW17, displaying the versatility of our ranges in dressing and across climates and seasons.”
Complementing the motion pieces, this season’s still campaign also features David Jones ambassadors Jessica Gomes and Jesinta Campbell. Shot by celebrated Australian photographer, Hannah Scott Stevenson and styled by JONES Magazine fashion director, Thelma McQuillan, the campaign effortlessly displays key trends which this season include bomber jackets, vintage-inspired florals and blush and dusty pinks.
Showcasing the impressive stable of brands available at David Jones, the campaign features exclusive Australian designers including new designers Karen Walker and Macgraw, as well as Zimmermann, Carla Zampatti, Camilla, Lover, Romance Was Born, Viktoria & Woods, Camilla and Marc, Bec & Bridge, Dion Lee and international designers Valentino, Balenciaga, Aquazzura, Frame, Chloe and Alaia.
Creative Agency – TBWA Sydney/ MAUD
Production Company – EXIT FILMS
Film Director – Ujin Lin
Film producer: Melanie Reardon
Stills Photographer – Hannah Scott- Stevenson
Stylist – Thelma McQuillan
Post Production: The Editors
Music Production: We Are Cotton Club
Composer: Henry Parsley
16 Comments
Wow, that sucked. Why fly an overseas director in to do that?
not bad djs. this is actually pretty cool. liked seeing a supermodel representing the brand again, especially karlie kloss. wasnt really into those other b-grade celebrities they had for a while there. keep it up
Thought I was watching a bad 80’s ad for knickers.
Well I liked it. A charming little spot for David Jones which sometimes takes itself a bit too seriously. A really sweet mix of fashion and idea. Well done.
Well that was fucking dismal. Jump cuts, horrible generic walls as background locations and very little actual weather which didn’t make much sense.
Looks like it cost $50 and watches like a generic Singaporean bus shelter fashion mall promo.
But maybe that’s because all the money went to getting expensive models and an international director.
Don’t even start me on the music, which sounded like a suburban bridal gown boutique soundtrack.
The only people positive about it here are quite clearly part of the agency.
Well, younger Jim, it’s probably because he’s better than you.
I absolutely despise some of the comments in here. You people are just wrong. Get a life.
I despise some comments on here as well but I won’t tell you which ones…
Music poor, V.O choice weak, locations average and overall a bit of a flop.
We are better than this people.
This is real shit, if anything it cheapens the brand with use of poor location, direction, VO and story telling…meh
That was so amazingly average! What a wasted opportunity.
This is real shit, if anything it cheapens the brand with use of poor location, direction, VO and story telling…meh
@OlderJim seems unlikely that he’s better than anyone with the response to this piece? But I’m not a director and my point is that if you write lazy garbage, then paying to fly in an overseas director isn’t going to solve the problem.
It’s quite easy to look at a director’s or any talent’s reel overseas and think they are more experienced or ‘better’. But that’s hard to judge when clients are more daring, which allows for ‘better’ creative and budgets are far bigger overseas?
All this aside, the real question here is whether old jim should be considering retirement if he thinks this particular piece is good?
A production company with a series of MD’s and directors leaving brings in an overseas director for a job? I wonder if the ‘director’s collective’ should start thinking about their own directors?
Get a life?
Whilst some of these comments might be brash in their wording, they are not ‘just wrong’. This is work of a poor standard, and when industry people see opportunities like this being squandered they will something to say about it.
Oh i sick over these jealous haters in here. david jones is killing it every where in the media thanks to karlie. places all around the world are reading about a store they never heard of. seriously great move by the agency particularly the creatives behind it.
@Christine so your defence on whether the spot is good or not relies on the brilliance of the creatives to include a popular it girl model?
That must of taken all but five minutes to think up.
The waste is on the idea and quality of film not who stars in it. Wake up.