When you wear a fragrance from Louis Vuitton, where will it take you? That’s the storyline of a new ad created by the New York office of the integrated creative agency Wednesday. Titled “Journey of Life,” this languid and expressive sixty-second spot stars actress Emma Stone, backed by a stellar creative team.
Directing was the Academy Award-winning filmmaker Sam Mendes (“Revolutionary Road,” “American Beauty”) of RSA Films, with cinematography by DP Hoyte Van Hoytema (“Dunkirk,” “Interstellar”). To support their visual storytelling, the agency tapped the beauty team at MPC New York for environmental effects and beauty finishing work.
The spot opens as Mendes’ camera follows Stone walking along the beach. Edited to a mix of Beyoncé’s “XO” by Matt Murphy of Exile, we catch the actress in a variety of settings as she follows her own journey of life: She’s seen overlooking the L.A. skyline, strolling through a meadow, taking in the gardens of a pagoda, walking onto the stage of an empty theater, riding a carousel with a small child and driving down the PCH in a vintage convertible. The spot ends with her back on the beach, looking directly into the camera’s lens.
MPC’s creative team contributed a variety of elements in each scene, including adding a shower of cherry blossoms petals that surround the actress as she walks through the pagoda’s gardens and adding dramatic highlights to the rocky background seen while she’s on the beach.
Executive Producer Matthew Loranger commented: “It’s great to be working with such noted filmmakers as Sam and Hoyte, and doing so on an iconic brand and with a celebrated actress like Emma Stone. Our relationship with the team at Wednesday was highly collaborative and they were deeply involved every step of the way. And the final product speaks for itself.”
Rob Walker, Lead Flame Artist, said: “It’s a beautiful piece of film, and it was an exciting project for us to undertake. Given the prestige of the Louis Vuitton brand and its’ high standards, our aim was to make every shot look as good as we possibly could. We enjoy opportunities like this to flex our muscles in the fashion, beauty and luxury category, and this was a great assignment on which to do so.”
Hoyte Van Hoytema
Semjon Von Doenhoff
Meggen Burdick, Tzuen Wu, Lawrence Merrill, David Anger