Title | LUX ÆTERNA |
Brand | SAINT LAURENT |
Product/Service | SAINT LAURENT |
Category |
A03. Fiction & Non-Fiction Films Over 30 minutes |
Entrant
|
VIXENS Paris, FRANCE
|
Idea Creation
|
VIXENS Paris, FRANCE
|
Idea Creation 2
|
SAINT LAURENT Paris, FRANCE
|
Production
|
VIXENS Paris, FRANCE
|
Production 2
|
SAINT LAURENT Paris, FRANCE
|
Credits
Gaspar Noe |
Vixens |
Director |
Anthony Vaccarello |
Saint Laurent |
Creative Director |
Gary Farkas |
Vixens |
Producer |
Benoit Debie |
Vixens |
Director Of Photography |
Samantha Benne |
Vixens |
Production Designer |
Jerome Pesnel |
Vixens |
Editor |
Marc Boucrot |
Vixens |
Editor & Colorist |
Ken Yasumoto |
Vixens |
Sound Engineer |
Rodolphe Chabrier |
MacGuff |
VFX |
Why is this work relevant for Entertainment?
*Please view VIMEO link for full video - password in confidential information*
Fashion houses have always been collaborating with directors to produce content that highlights their collections.
With Lux Æterna, we wanted to go further and produce a real fiction that would show actors who convey the
identity of the brand, wearing clothes from its collections.
Indeed, Anthony Vaccarello (Saint Laurent creative director) wanted to capture different aspects of the Saint Laurent personality. And the idea was to avoid the conventional tools of advertising and undertake a real artistic project, with a very organic integration of the brand.
Background
Anthony Vaccarello contacted Gaspar Noé to offer him to take part in an artistic project.
It had to be a fiction, whatever the length is.
The cast would need to convey the DNA of the house and wear clothes from the brand.
The rest was 100% a carte blanche.
Describe the creative idea
Gaspar Noé had the freedom to initiate the creative idea.
And he made what he describes as a vibrant essay on respect for beliefs, the actor’s craft and the art of filmmaking.
Describe the strategy
Saint Laurent’s strategy was to collaborate with a director they love. Offer him the opportunity to direct a real fiction showing great actors and models wearing clothes from the brand. And play with the rules of the film business. Meaning building the same communication plan any movie would have.
Describe the execution
Anthony Vaccarello and Gaspar Noé selected the cast together. Anthony designed several looks by character and Gaspar could pick among these suggestions.
Gaspar shot 5 days beginning March and delivered the film mid-May.
He ended up making a 51min film.
Describe the outcome
The outcome of this collaboration is literally outstanding. The film premiered in Official Selection at the Cannes film festival! 16 actors including Charlotte Gainsbourg and Beatrice Dalle came to the screening. Gaspar, Charlotte and Beatrice did a great press conference.
There was a billboard of 15m x 8m on La Croisette during a week. And for the first time in Cannes’ history, a brand was in a the main theatre of the festival, with its representatives sitting front row together with the director and the cast.