Louis Vuitton's campaign with Nadal and Federer sparks outrage over editing
- The 'Core Values' campaign features Nadal and Federer promoting themes of perseverance and companionship.
- The heavily edited photo received backlash online, prompting fans to question its authenticity.
- Critics targeted the editing style, suggesting a need for a shift in photography practices amidst rising AI technology.
In a recent advertising campaign in Italy’s Dolomites, Louis Vuitton presented a heavily edited image featuring tennis legends Rafael Nadal and Roger Federer. The campaign, titled 'Core Values', aimed to celebrate the perseverance and companionship shared between the two sports icons, showcasing them against a stunning snowy mountain backdrop while they donned stylish backpacks. Upon its release on social media, the image received significant online backlash, with fans commenting on the unnatural appearance of the photo. Many perceived the edit as exaggerated, even comparing it to AI-generated imagery. Criticism was directed not only at the editing but also at the renowned photographer Annie Leibovitz, known for her bold post-production style, prompting discussions about the future of overprocessed photography as AI technology advances. Nadal and Federer reflected on the deeper meaning of their shared journey, acknowledging the special bond created over their lengthy careers, while also responding to the chilly conditions during the photo shoot. The campaign is noteworthy for attempting to transcend sporting rivalry and its reception starkly highlights the delicate balance between artistic expression and authenticity in marketing.