For the past few years, Annie Choi has been collaborating with prominent fashion brands, breathing fresh and creative life into their campaigns. Her ideas stand out for their transformative style, easily adaptable to the brands she partners with. Her first campaign, three years ago, was created for Tae Park, drawing inspiration from nostalgia and childhood memories by transforming stars into candies. It marked the beginning of a creative and professional journey that captivates us every time one of her animations appears on the social media profiles of brands like Hermès or Louis Vuitton. Let’s delve deeper into her animations and the brands Choi has worked with.
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About a year after the animation for Tae Park, a small American brand, Choi got the opportunity to work on a trailer for the collaboration between Loewe and Studio Ghibli—a “dream project” that led to subsequent collaborations with Burberry and Helmut Lang. For the latter, she created a series of three stunning animations that showcase her imagination and inventiveness, also evident in her personal, non-commissioned projects.
Choi’s recent collaborations include projects for Louis Vuitton, for its BLVD fragrance campaign, and Hermès. For Louis Vuitton, her animations were inspired by Californian vibes, resulting in a meticulously crafted aesthetic across five animations. For Hermès, she created a single animation that transforms an animated apple into an iconic product of the French maison. The work embodies Hermès’ signature style while infusing it with a contemporary creative flair, blending animated aesthetics with the world of fashion in an increasingly seamless way.
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In recent years, collaborations like these demonstrate how major brands are leveraging the creative potential of niche artists (such as the exemplary Huw Messie) to elevate campaigns that require greater effort to stand out from the crowd.
