Selfridges: Future Fantasy

Selfridges’ rare foray into film advertising heralds the unveiling of the brand’s grand-scale omnichannel Christmas campaign, officially launched with the unveiling of the stores’ windows on 17 October for which the theme itself is Future Fantasy: A Christmas for Modern Times.

Conceived by American artist Daniel Arsham, the film is directed by Kanye West’s long-time collaborator and friend Nabil Elderkin, whose sought-after photography and video vision has produced some of artists The Weeknd’s, Frank Ocean’s and Travis Scott’s best image-making work. Alongside Noomi Rapace, the film stars personalities from across the creative industries and popular culture as diverse as music sensation Miguel, Cambridge Analytica whistle-blower Christopher Wiley, fashion publisher Jefferson Hack, Dior Homme Creative Director Kim Jones, as well as Daniel Arsham himself, amongst a 60-strong cast.

The short film tells the story of co-hosts as played by Noomi Rapace and Miguel as they lead an eclectic party of friends through their Christmas celebrations. An ad-lib spoken word voiceover performed by actor and musician Little Simz tells an alternative Christmas tale for modern times and beyond.