Das Phantom 2024

TO LOSE YOUR WAY WOULD BE INHUMAN.

A labyrinth, a summer night and a Phantom lurking around every corner. Behind K+K Kirnbauer’s new campaign lies far more than just a beautiful image. It is a play on emotion, indulgence and a touch of madness.

The idea sounds almost too perfect to be a coincidence: a maze, a balmy summer night and, right in the middle of it all, a woman who seems to have lost her way – only to encounter the Phantom there. For the 2024 vintage campaign, this vision became reality. The shoot took place in an elaborately scouted maze at Schloss Hof. After several site visits, this location was ultimately chosen.

The concept follows a clearly defined narrative: a “midsummer night’s dream” in which one is allowed to lose oneself and in which the Phantom suddenly appears everywhere. Sometimes hidden, sometimes in full view, always with a glass or a bottle in hand.

What looks light-hearted and playful in the final image is, in fact, the result of intensive preparation, teamwork and a distinctively unconventional creative vision.