Director Sam Taylor-Johnson’s first project with production house Hey Wonderful is this client-direct commercial film for #GentlemanGivenchy fragrance. Titled The New Gentleman, this charming fashion film stars Aaron Taylor-Johnson (Nocturnal Animals).
A prolific photographer, Sam Taylor-Johnson also photographed Givenchy’s The New Gentleman editorial campaign.
Credits
Client Givenchy Beauty #GivenchyBeauty for #GentlemanGivenchy fragrance Production Hey Wonderful Sam Taylor-Johnson, director; Michael Di Girolamo, founder/managing director; Sarah McMurray, exec producer; Julien Lemaitre, line producer; Jeff Cronenweth, DP.
Cannes Gold Lion Film Craft winners โRobberyโ and โFuneralโ for AXE deodorant were standout ads last year, adroitly blending humor with the brandโs signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. โThe Power of Sweetnessโ campaign spots subvert traditional notions of charm and kindness, offering a version of โsweetโ thatโs quite a departure from the norm, staying true to Axeโs playful, irreverent tone while keeping audiences laughing.
In this spot titled โDog,โ manโs best friend is anything but, jealous of an AXE body fragrance-wearing gent whoโs courting the canineโs beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the womanโs beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.