Where sensory overload and serenity meet, the brand’s cinematic visuals sweep from neon screens to cloud-kissed horizons.

Casablanca’s Pre-Fall 2025 campaign unfolds as a series of cinematic tableaux that pay homage to Japan’s essence – its harmonious contradictions of tradition and hyper-modernity. Founder and creative director Charaf Tajer, drawing on two decades of travels in Japan, infuses the visuals with the personal reverenceof Casablanca’s own exuberant aesthetic. In this stylized dreamscape guided by brand art director Steve Grimes’ vision of filmic storytelling, each image frames the collection’s Japanese iconography through a slightly futuristic, surreal lens.
The campaign’s most arresting scene channels the frenzy of modern Tokyo. Models are cast as characters standing before an infinite grid of glowing screens – a literal wall of information overload – each monitor flickering with imagery from neon cityscapes to tranquil bonsai and even cosmic vistas. This barrage of visuals, bathed in electric blues and harsh light, wordlessly conjures the sensory saturation of contemporary life. Yet amid the digital cacophony, the styling remains composed. Casablanca’s signature silk blouses and sportswear-inspired silhouettes appear almost calmly sculptural against the chaos, a deliberate contrast to enforce the campaign’s theme of duality.



Set in a lofty penthouse above the clouds, the next frame sees models lounge on iconic modernist furniture as an orange-gradient sunset fills the floor-to-ceiling windows – nature’s artwork painted by the setting sun. A classic low Japanese bed and a lush maple garden are tucked into the scene, nodding to old-world serenity and Zen amidst the urbane luxury. The palette warms to hazy golds and pinks, and the mood softens, offering a moment of respite that romanticizes the slower, calmer pace of a bygone Japan within an ultra-modern context.

Throughout, the craftsmanship behind the camera heightens the campaign’s otherworldly allure. Photographer Richie Talboy – known for pushing the limits of in-camera technique and post-production wizardry – captures each scene with a polished yet slightly distorted touch, feeling like stills from an art-house sci-fi film. The accompanying campaign film by director Andree Dubois amplifies this effect, using warped reflections and clever lensing to immerse viewers fully into Casablanca’s stylishly surreal vision of Japan.