This off-the-wall nearly four-minute perfume ad was written and directed by Spike Jonze of MJZ and stars actress Margaret Qualley (the star of HBO’s The Leftovers). Qualley lets loose all inhibitions, dancing, kicking, flailing about, even shooting laser beams out of her fingertips.
The short promotes a new perfume from France’s Kenzo brand.
Hoyte van Hoytema served as cinematographer with editing by Eric Zumbrunnen. Digital Domain handled VFX.
Client Kenzo Parfums Creative/Production MJZ Spike Jonze, writer/director; Humberto Leon, Carol Lim, exec producers; Natalie Farrey, Vincent Landay, producers; Amanda Adelson, co-producer. David Zander, president (MJZ); Eriks Krumins, exec producer for MJZ; Hoyte van Hoytema, DP; KK Barrett, production designer; Ryan Heffington, choreographer; Heidi Bivens, costume designer. Editorial Eric Zumbrunnen, editor. VFX Digital Domain, Venice, Calif. Tiffani Manabat, VP/EP/advertising & games; Janelle Croshaw, VFX supervisor; Alex Michael, Eric Kimelton, post producers; Adam Bennink, Lonnie Iannazzo, associate production managers; Jody Wilson, digital production manager; Joel Behrens, DFX supervisor; Brian Gazdik, CG supervisor; Christopher Doulgeris, Hidrun Haraldsdottir, Evan Langley, Jason Selfe, compositors; Rob Fitzsimmons, Benjamin Nowak, environments; Lee Carlton, David Liu, Kui Han Lee, Chris Nichols, digital artists; Victor Grant, FX artist; Adam Bacon, Peter Choi, Phylicia Feldman, Janet Freedland, roto artists; Jesse James Chisholm, Doron Kipper, on-set data integration; James Moorhead, integration artist; Thorsten Knatz, VFX editor. (Toolbox: Nuke, Houdini, Mantra, Track) Rebellion VFX, Venice, Calif. Jake Maymudes, owner/VFX supervisor; Francisco Ramos, VFX producer. Music Song: Mutant Brain (feat. Assassin) by Sam Spiegel X Ape Drums. Performer “Margaret” played by Margaret Qualley.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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