Gucci has released another film in its Gucci Guilty series once again directed by Sin City creator, Frank Miller, and starring actors Evan Rachel Wood and Chris Evans.
This time celebrating the launch of its new Guilty Black men’s and women’s fragrances, it sees Evans riding towards the camera on a black Norton 750 motorcycle. He is shortly forced to a halt as Woods’ Rolls Royce Silver Cloud swerves ahead of him, then inviting him in for somewhat of a midnight liaison.
“His danger-loving vixen is chasing her game. And this time their pleasure knows no boundaries,” reads the write-up. “Fearless in their passion, they are brazen, shameless, unpredictable – ready for each and every explosive encounter.”
It was shot at Cinecittà Studios, the legendary home of Italian cinema, and once again features the soundtrack Strangelove by Friendly Fires and Bat for Lashes.
Creative Director Frida Giannini said: “These characters have come to fascinate us. We need know the next chapter in their story as it unfolds through Guilty Black.”
Jean Paul Gaultier has launched an online campaign for the festive period centred on a digital advent calendar.
Created with digital agency Isobar, and housed on jeanpaulgaultier.com, the calendar’s 24 dates appear as the inside pockets of Father Christmas’ coat (in this case with Jean Paul Gaultier playing the role).
Each one reveals a variety of games, entertainment and prizes to be won. Designed for “grown-up enfants terribles“ (Gaultier’s own long-standing nickname), and celebrating “the Christmas of naughty children”, it features animations including sexy reindeers and naughty elves, and names such as “Shake your snowball” and “Eat the log”.
“Once upon a time, it was a Christmas unlike any other. An alternative Christmas, an upside down Christmas, a new slant on Christmas, as only Jean Paul Gaultier could imagine it, “ reads the write-up.
Users will be able to open three pockets at random each day, followed by a further three when they share the experience with their Facebook or Twitter friends. Prizes include bottles and boxsets of fragrance, Jean Paul Gaultier stuffed animals and a special gift due to be revealed on Christmas Eve.
Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.
“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.
All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).
The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”
It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”
Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”
According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.
Watch both the 60-second and 20-minute version of the film, below:
Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.
“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.
Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.
It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.
All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.
The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.
Ralph Lauren has released a new Love Story ad for its Romance fragrance starring Polo player Nacho Figueras and his photographer wife, Delfina Blaquier.
Captured by Bruce Weber, who has directed the infamously black and white ads since the fragrance launched in 1998, the new spot is also in colour for the first time.
It was shot on location at Delfina’s family estate in Buenos Aires, Argentina, and sees the couple riding horses, dancing in the grounds, exploring the house and enjoying time with their three children.
Following on from the print campaign shot by Mert Alas and Marcus Piggott (see below), Bulgari has released a video ad for its new Mon Jasmin Noir fragrance, starring Kirsten Dunst.
The actress appears alongside a lion draped in a pale pink dress and jewels from Bulgari’s new Mediterranean Eden Collection, which was unveiled during Milan Fashion Week at the end of February.
She is filmed strolling around a 16th century garden at Villa Balbianello, Lake Como, as the lion placidly follows along behind. The two are then seen cosying up as Dunst delicately strokes the lion’s mane.
“With her distinctive charisma, Kirsten is the embodiment of the warmth and tenderness this scent evokes,” said the brand’s Facebook post.
The spot finishes with a shot of the new perfume bottle. Supposed to represent a bewitching femininity, Bulgari has also created a microsite where you can find out more about the scent, here: Bulgari.com
Take a peek behind the scenes with this video, too: YouTube.com
