Breaking free from the convention of traditionally romance-driven perfume video ad-campaigns, Kenzo has released a new commercial to promote its first fragrance.
Creative directors Carol Lim and Humberto Leon enlisted director Spike Jonze, better known for his music video collaborations with Daft Punk, Bjork, Kanye West as well as award-winning movies such as “Her”, to produce the ultimate anti-clichè fragrance featurette.
The film begins like all others, with the camera slowly zooming its focus to a beautiful woman – in this instance, actress and dancer Margaret Qualley. Seated around a dinner table at a Parisian award ceremony, Qualley is illuminated in soft lighting while music begins to play.
Sixty seconds in, however, a previously woeful looking Qualley breaks free from her introductory setting to begin her journey of an epic frenzy routine of madness, choreographed by Ryan Heffington, the man behind Sia’s outstanding performance in “Chandelier”. Her crazed ballet movements through an empty theatre are accompanied by music produced by DJs Sam Spiegel & Ape Drums. Vocals by Assassin round out the track entitled “Mutant Brain”, which was created especially for the campaign.
Watch the full short feature for Kenzo’s new fragrance below
More information on Kenzo is available at kenzo.com