It’s not uncommon for brands to use magical ideas in their campaigns. This has been happening for decades, and more decades will come. But not all magic works because many times they are only using it for the goal of reproducing a feeling more than anything else. But then, there is the other side, when the feeling they want to portray drives the narrative into a magical territory, where mystery plays a key role instead of deception. Here is an example of simple but direct mystery in a Vogue campaign.

Helder Guimaraes