30 October 2019
The Weekly
A futuristic Christmas campaign at Selfridges

Selfridges envisions an alternative Christmas in its latest future-facing campaign film for the festive season. The film is an extension of the retailer’s Christmas windows, which were unveiled in October, under the theme “Future Fantasy: A Christmas for Modern Time,” which is also the title of the short film.

The film features actress Noomi Rapace and R&B singer Miguel, who play co-hosts at a dinner party. Guests include Cambridge Analytica whistle-blower Christopher Wiley, fashion publisher Jefferson Hack, Dior Men creative director Kim Jones and musician Little Simz, who narrates the story in an ad-lib, spoken-word voiceover. Directed by Nabil Elderkin, the film moves between various stylized scenes, from a merry dinner feast to a rave-like house party complete with strobing lights and guests dressed to the nines in Gucci, Balenciaga and Valentino, to present the perennial Christmas tale of togetherness.