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JAMES WINSTANLEY FOR HOLIDAY 25

For Holiday 25, we worked with James Winstanley. Originally from the Peak District and now based in London, James is a creative blending analogue, digital, and experimental techniques.

“The tone for OBEY Winter 2025 was set by the summer campaign I shot earlier in the year, something fun, slightly offbeat, and a little otherworldly. The brief was interpreted as a “festive but not Christmassy get-together amongst friends”, a sort of non-religious, non-time-specific celebration filled with warmth, comfort, and questionable party snacks (pineapple covered in cheese and cherries, anyone?)

Shot in my house over a sunny day, we blacked out the windows until nobody quite knew what time it was. That discombobulated, homely feeling became the mood of the whole campaign. Cosy, familiar, yet just off enough to feel surreal.

Repetition was key again: the same faces appearing in different roles, because everyone knows you can’t have a non-religious, non-time-specific celebration with just two people. By the end of it, the house reeked of a half-eaten cheese plate and a faint whiff of accomplishment.

A playful mix of unease, warmth, and celebration… that’s the space I like to sit in. Always grateful to OBEY for trusting me to make something weird, festive, and real.”

Creative Director, Photographer, Videographer, Producer: @jamwinstan
Models: @ashleyplomerashleyplomer @rosarugosaaaaaa
Assist: @peter.easondaniels
Music: @roryloveless
Prop hand: @rosawhiteley

Thu, Oct 16 2025