Jocelyn Mandryk“Make me want it before I know what it is”
That’s the quiet ambition behind every campaign we shoot. Just a moment that gets under your skin, before you’ve even figured out why.
The heart of an emotive campaign is not the product - it’s the feeling it sparks. Marc Gobe’s Emotional Branding reminds us that the strongest brands connect first with people, not consumers. They do it through four pillars:
- Relationship
- Sensorial experience
- Imagination
- Vision.
And emotion can find a cozy home in campaigns. In a frame that catches joy mid-flight. In color bold enough it buzzes in your teeth. In the grain of a wall you’ve never touched but somehow know. Or in a scene that reminds you of the movie that made you cry on a plane at 3am. Poetic, isn’t it? This is photography that doesn’t just show- it triggers. It’s atmosphere, texture, and cinematic déjà vu, distilled into one unforgettable still or sequence.
So, what does real feeling look like?
Here are some quick references, where it’s been done well.
💃 Jacquemus – “La Bomba” (Film, SS18)
A heat-drunk daydream: dancers in Lanzarote, towering straw hats, linen snapping in salt wind. You can smell the sunscreen and citrus, feel the grit of sand in the weave.
👖 Levi’s “Circles” – Unity in Motion
A vinyl beat sparks dance circles around the world - people of all ages and backgrounds move in their own way. It’s kinetic, euphoric, and unforgettable - the kind of visual emotion that lands before the logo does.
🤗 Madhappy — Spring Classics 2023 Campaign
A softly lit embrace. Pastel hoodies and denim, bodies leaning together in casual comfort. The frame feels like a sigh - warm, intimate, and unexpectedly sentimental. Scroll to the bottom of the page and catch the video:) Watch →
🔥 PUMA – “Go Wild” (2025)
Everyday runners, not icons. Sweaty grins, heavy breaths, wild hair caught mid-stride. The grit of the street. The rush of being in your body. More anthem than ad. The soundtrack is yuck, but whatever. I felt like going for a run all the same.
Why This Works
(in emotional branding terms)
- Relational – You’re not chasing consumers, you’re creating people who feel seen.
- Sensorial – Every frame is rich with touch, texture, and mood, building recall on instinct.
- Imaginative – It’s about potential - what could be felt, not just shown.
- Visionary – You create campaigns that aren’t just relevant; they feel essential.
The Takeaway
Emotion is the strategy. The campaigns that stay with you don’t scream; they hum, ache, and breathe. For your next campaign, think about making it messier, more human, or so specific it feels like déjà vu.
Above all—focus on feeling.
— Joss, Creative Director at Haute & Hectic