Friends Gather in a Life-Sized Shoebox for Axel Arigato’s Experimental Holiday Campaign

Axel Arigato is trying something different for its holiday campaign this year. Instead of a traditionally festive series of images, the 10-year-old Swedish footwear brand and its creative director Jens Werner are reinterpreting the meaning of holiday gatherings. For the brand’s new holiday 2024 campaign, ten guests are invited to dine inside a life-sized Axel Arigato shoebox with the idea of ushering in a fresh take on human connection and childhood nostalgia, the brand noted in a press release. Inspired by the brand’s theme, “Good Things Come in Yellow Boxes,” this unusual gathering space aims to marry Axel Arigato’s signature aesthetic with a memorable dining experience. It also continues Werner’s and the brands’ recent inception of creating curious spaces – inviting viewers to feel like a guest themselves with intimate fly-on-the-wall content. The company said that at the heart of this campaign is the authentic connection between these guests. The table-scape becomes a stage for natural exchanges, as photography from Linus Morales and videography directed by Belle Smith captures the spontaneous energy, talent, and creativity flowing around it. One guest might break into dance, another reads a poem, while a third arranges flowers-a dinner like no other. Further candid content is captured on guests

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