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27.12.2017 | Степан Максимов

The heroes of the TSUM advertising campaign were ordinary people

In the advertising campaign TSUMA for the spring-summer 2018 season Peter Lindbergh filmed ordinary people: students, managers and civil servants from among the clients.


TSUM announced the start of casting for its new advertising campaign at the end of November. The announcement on the department store's website immediately clarified that professional models who are in agencies will not be able to participate in the casting.



Any customer of the department store could become the hero of the campaign. The final selection was conducted by himselfPeter Lindbergh. As a result, seven girls and two young men who had never starred in advertising before went to shoot in Paris. 


The first shots and videos of the new campaign will appear in March 2018, but backstage footage from the shooting is already available on the store's official website.