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Selfridges – Future Fantasy Christmas

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Oozing effortless cool as she swanks around an in-store Christmas party trying on accessories and slinking around celebs, the Stieg Larsson trilogy actor brings an extra helping of class to this Selfridges spot 

Produced by Object & Animal, the ad Future Fantasy, was conceived in-house by US artist Daniel Arsham and explores what Yuletide shindigs might look like years from now. It features a slew of personalities  – R&B star Miguel, Cambridge Analytica whistle-blower Christopher Wiley, fashion publisher Jefferson Hack, Dior Homme CD Kim Jones, as well as Arsham himself, and brands including Dior, Gucci, Valentino and Paco Rabanne. 

Adelphoi Music created the original score, which blends echoes of vintage Christmas crooning and orchestral jingles with hip-hop/trap styling, all set to the spoken word of British rapper Little Simz. 

It ends with an atmospheric bell-toll that seems to signify a Cindarella-at-midnight twist as Noomi emerges from the department store. Will her baubles vanish? Her finery turn to rags? Was it all a dream? Miguel's enigmatic gaze gives nothing away... 

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