THE REFRESHMENT CLUB: Santa, what should I wear?

HEIMSTONE HOLIDAY CAMPAIGN: SANTA, DELILAH, AND A MUSICAL STYLE ICON MOMENT, CREATED WITH THE POWER OF AI

Paris, December 2024 – Heimstone’s new holiday campaign brings festive magic, Parisian elegance, and cutting-edge technology together in a heartwarming and innovative story. Titled “Santa, What Should I Wear?”, the campaign is a modern, AI-enhanced musical extravaganza that follows Delilah, a Parisian navigating a familiar holiday dilemma: what to wear for her Christmas party?

The story begins in Delilah’s charming Parisian apartment. Flustered and surrounded by a whirlwind of clothes, she looks to the heavens for help—and Santa answers. Relaxing on her couch, Santa sets off into a Broadway-style musical number, showcasing Heimstone’s latest collection with playful charm and stylish expertise.


AI Meets Creativity

This groundbreaking campaign was brought to life with the creative and technical brilliance of The Refreshment Club, blending human imagination with advanced AI tools. AI platforms such as Minimax, Runway, and Suno were utilized to enhance every aspect of the production, from ideation to execution. The campaign’s original song and concept were crafted by The Refreshment Club, with lyrics inspired by the timeless elegance and vibrancy of Heimstone’s holiday collection.


The campaign was directed by Onur Kece and produced by The Refreshment Club, showcasing a seamless collaboration between AI-driven tools and human artistry. The video was shot by acclaimed cinematographer Antoine Blanche, with the voiceover performed by Edward Mills, bringing Santa’s charismatic style to life.


HIGHLIGHTS OF THE CAMPAIGN

• AI-Enhanced Creativity: AI tools such as Minimax, Runway, and Suno enabled innovative ideation, seamless visual effects, and enhanced storytelling, giving the campaign a unique blend of technology and artistry.

• Original Soundtrack: A bespoke song, composed by The Refreshment Club, adds a playful and modern twist to the campaign, capturing the joy and magic of the season.

• Showcasing Heimstone: Each look from the holiday collection shines, blending the brand’s signature palette of red, ecru, and black with Parisian sophistication and festive charm.

• Talent-Driven Production: Directed by Onur Kece, shot by Antoine Blanche, and voiced by Edward Mills, the campaign balances innovation with human creativity, delivering a heartfelt and visually stunning experience.


CAMPAIGN LAUNCH DETAILS

Debut: December 10, 2024

Where to Watch: www.heimstone.com and on Heimstone’s official Instagram (@heimstone).