The Campaigns Defining 2025

In 2025, the strongest campaigns went beyond selling a product. They built worlds, asked questions, and trusted audiences to engage on a deeper level. The work that stood out this year felt authored, intentional, and culturally aware, whether it lived on a massive global stage or within a tighter creative ecosystem.

What connects these campaigns is clarity. Each one understands its voice and commits to it fully, using direction, casting, and concept to communicate something lasting rather than momentary.

Below are NOVA’s picks for our favorite campaigns of 2025.

 

Why Campaigns Still Shape Culture

Campaigns remain one of the most visible intersections of art, commerce, and storytelling. At their best, they influence how brands are perceived long after a season ends, often setting visual language that ripples across fashion, film, and digital media.

The projects below reflect how strong creative direction can elevate messaging into something memorable.

 

G-Star

Anatomic Denim
Directed by Jordan Hemingway

This campaign feels grounded and tactile, emphasizing form and movement. Hemingway’s direction focuses on physicality, allowing the product to feel lived in rather than styled for spectacle.

 

Gap x Katseye

Directed by Bethany Vargas

Energetic and youthful, the campaign captures momentum and connection. Vargas brings warmth and rhythm to the visuals, keeping the collaboration approachable and expressive.

 

Mango

Featuring Kaia Gerber
Directed by Rubberband

Clean and confident, the campaign leans into simplicity. Rubberband allows performance and presence to lead, creating an effortless sense of modernity.

 

The New York Times

It’s Your World to Understand
Directed by Camille Summers-Valli

Concept driven and thoughtful, this campaign prioritizes curiosity over instruction. Summers-Valli frames storytelling as an invitation, trusting the audience to engage on their own terms.

 

Audemars Piguet

Directed by Camille Boumans

Refined and precise, the campaign reflects the brand’s craftsmanship through restraint. Boumans uses detail and pacing to reinforce legacy without nostalgia.

 

Nova

Best of the Best
Directed by stillz

Bold and self aware, the campaign plays with scale and identity. stillz brings a strong visual signature, blending polish with edge.

 

Nike

DN8
By Daniel Sannwald

Visually assertive and high impact, the campaign leans into abstraction and form. Sannwald’s approach pushes athletic branding into a more conceptual space.

 

Ritz-Carlton

Late Checkout Pause Take a Breath
Directed by Little Spain

Warm and cinematic, the campaign reframes luxury as stillness. Little Spain emphasizes atmosphere and emotion, creating a sense of escape rather than excess.

 

Hornbach

No Project Without Drama
Directed by Lope Serrano

Playful and bold, the campaign embraces exaggeration. Serrano uses humor and scale to turn everyday labor into something theatrical and memorable.

 

TwoJeys x Magnum

Directed by Tomás Peña

This collaboration feels confident and stylized. Peña’s direction balances attitude and polish, giving the partnership a clear visual identity.

 

Corteiz

This Is London
Directed by Uncanny

Raw and unapologetic, the campaign feels rooted in place and community. Uncanny captures movement and energy without dilution.

 

Aimé Leon Dore x New Balance

RC56

Measured and intentional, the campaign reflects the brand’s commitment to timeless design. The visuals feel classic without feeling static.

 

Nike

Why Do It
Directed by Vania Heymann and Gal Muggia

Conceptual and humorous, the campaign questions motivation itself. Heymann and Muggia blend wit and clarity, creating a message that feels both playful and pointed.

 

Jacquemus

Clichés
Self Aware Campaign

Minimal and knowing, the campaign leans into its own mythology. By embracing familiarity, Jacquemus reframes it as strength rather than repetition.

 

Dior

Kidswear
By Java Jacobs

Soft and observational, the campaign captures ease and movement. Jacobs’ approach feels natural and unforced, letting tone guide the narrative.

 

The Ordinary

Periodic Fable Campaign
By Olivia de Camps

Thoughtful and poetic, the campaign reimagines scientific language through storytelling. De Camps balances intellect and emotion with restraint.

 

Timothée Chalamet

Marty Supreme Rollout

The rollout feels intentional and character driven. Rather than relying on spectacle, it builds intrigue through pacing and presence.

 

Adidas Originals

The Timeless Stays
By Thibaut Grevet

Stripped back and controlled, the campaign leans into form and texture. Grevet’s direction reinforces longevity and identity without excess.

 

Together, these campaigns represent how brands and creatives collaborated in 2025 to push beyond surface level messaging. They show how clarity of vision and trust in craft can turn campaigns into cultural moments.