Dior

Dior Addict – Fragrance Campaign (2014)
 

For the 2014 launch of Dior Addict Eau de Toilette, the house of Dior and Style Council Paris enlisted Studio At Large to oversee art direction of the campaign. The campaign, Filmmaker Harmony Korine and photographer Ryan McGinley to create a campaign that embodied the fragrance’s free-spirited sensuality and youthful irreverence. Set against the backdrop of a dreamlike garden within a fantastical château, the visual world blurred the lines between reality and fantasy—infused with saturated light, whimsical surrealism, and the unfiltered energy of summer.
 

Starring model Sasha Luss, the campaign leaned into McGinley’s signature ethereal style and Korine’s offbeat cinematic lens to reframe femininity as untamed, spontaneous, and self-defined. Every frame — from the sun-drenched château interiors to lush outdoor scenes — was a celebration of bold individuality and escapism, reflecting the addictive, luminous quality of the fragrance itself. The result was a campaign that felt both iconoclastic and unmistakably Dior: a modern fairytale for the fearless.