| Title | HERMES METAMORPHOSE |
| Brand | HERMES SELLIER |
| Product/Service | HERMÈS 2014 SPRING SUMMER COLLECTION |
| Category |
A10. ANIMATION |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency 2
|
PUBLICIS ET NOUS Paris, FRANCE
|
|
Production Company
|
VALLEDUHAMEL Montréal, CANADA
|
Credits
| Bridget Jung |
Digitaslbi Paris |
Chief Creative Officer |
| Nicolas Thiboutot |
Digitaslbi Paris |
Creative Director |
| Fabien Mouillard |
Publicis Et Nous |
Creative Director |
| Frederic Roux |
Digitaslbi Paris |
Art Director |
| Chisato Tsuchiya |
Digitaslbi Paris |
Art Director |
| Johanna Zenouda |
Digitaslbi Paris |
Project Director |
| Alexandra Marik |
Digitaslbi Paris |
Producer |
| Julien Vallée |
Vallée Duhamel |
Productor |
| Eve Duhamel |
Vallée Duhamel |
Productor |
| Loic Ouaret |
Loic Ouaret |
Music |
Brief Explanation
Every year, Hermès Paris crafts its collection and communication around one creative theme. Our job was to use the 2014 theme, Métamorphose, to showcase the spring/summer collection online. Set in a surreal jungle, the film directed by Julien Vallée shows objects from the collection transforming one after the other: bracelets mutate into a zulu mask, a leaf "zips" to reveal a wallet, a stiletto shoe becomes a bird... Handmade film techniques inspired by Hermès craftsmanship were used. The same artisanal approach was applied to every part of the campaign including banners. For launch, Hermes.com underwent its own metamorphosis.
Creative Execution
While, the luxury industry is using more and more industrialized production techniques to produce luxury goods, Hermès is one of the few truly artisanal brands that has resisted this trend. All Hermès products are crafted by artisans to incredibly high standards. We wanted our campaign for the spring/summer collection to reflect this craftsmanship.
Director used handmade film techniques inspired by Hermes craftsmanship to make the movie. The mood and aesthetic of the film that relies on a contrast between vivid and pastel colors and the addition of patterns, was influenced by the style of Milan’s 1980s Memphis Group.
The film has been viewed more than half a million times in the first two weeks of launch and was featured by online magazine such as : Elle, Vogue, Vanity Fair, Selectism, Trendland and many more.