Conceived by American artist Daniel Arsham, and directed by Kanye West collaborator Nabil Elderkin, the film stars actor Noomi Rapace, alongside “personalities across the creative industries” such as Cambridge Analytica whistleblower Christopher Wiley and Dior Homme creative director Kim Jones in a 60-strong cast.
It is the department store’s first foray into film advertising and heralds what Selfridges said was “the brand’s grand-scale omnichannel Christmas campaign” to coincide with the unveiling of the store’s festive window display.
Selfridges collaborated with high-end fashion brands such as Dior, Gucci, Valentino and Paco Rabanne to dress the cast.
The advert, Selfridges said, “presents a different but optimistic vision of the festive season for both the near and distant future”.
Selfridges executive buying and merchandising director Sebastian Manes said: “We want to tell a traditional story in a non-traditional, future-facing way.
“We are interested in reaching our customers via extraordinary physical and digital experiences and environments and across different creative mediums. I hope this story of an alternative family coming together at Christmastime engages and entertains both our current, and future, Selfridges customers in an unexpected way.”
The advert began streaming on the displays at Piccadilly Circus yesterday and Selfridges will air a longer director’s cut at its cinema on November 22.
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