The Guerlain Christmas Dance
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OBJECTIFS :
For its 2024/25 Christmas campaign, Guerlain enlisted Elsa to envision its film. Guerlain desires a magical and distinctive film, brimming with charm, aimed at evoking a sense of closeness, in contrast to the distant and stately 3D films from the previous three years. The film should draw inspiration from the world of the artist Shourouk.
INTENTION :
brand’s history + embodying bees + stop-motion animation =CUT THROUGH THE CHRISTMAS CLUTTER with something enchanting, surprising and unique that HIT the consumers and speaks to their heart.
A FANTASTIC STORYTELLING
Our Christmas campaign is an animated and exuberant signing ballet that takes place at Guerlain flagship, performed by enchanted Guerlain Bees together with Guerlain star products in an elaborate attempt to surprise and stimulate guests’ senses.
All the hive performs for the guest to express their art of welcoming, gifting and serving. A fabulous storytelling that taste like daydream !
Days ahead of Christmas, the City of Lights shines even brighter on this night as the Guerlain Flagship plays host to the Christmas Grand Opening Bal of the Guerlain’s hive queen. This Ball marks the opening of the Guerlain Christmas season. On the stage of the flagship boutique, four hives crafted from ribbons are located behind the magnificent queen. Then twelve bees emerge from their hives, holding glittering blue ribbons. The bees perform steps from one scene to another, create elegant figures and combinations with the ribbons and products, magically shaping gift packages and opulent Christmas decorations with excitement and humor. Waves of blue ribbons unfurl and coil in the midst of the store. The queen orchestrates this wonderful spectacle while singing an hymn to beauty, gifting and hosting, vantant with humours the brands values. A ball that will buzz for a long time in the memories of the guests!!
STOP-MOTION
Stop-motion animation emphasizes craftsmanship, virtuosity, passion and imagination, much like what GUERLAIN does by involving artists and artisans in your bottle. It’s a blend of materials, colors, and expertise that offers a touch of reverie to the eye.
The whole film was produced in stop motion animation. With each day of work culminating in 45 seconds of film, one month was required to capture all the photographic content.
PUPPETS AND COSTUMES
It took one months to Stephane Viola to construct the sculpted, articulated Bees figurine. Based on Jeremy Macedo’s designs, Stephane crafted the metal skeleton of each puppet to make them poseable, hand-shaping pieces of steel and aluminum. The faces and bodies were then modeled in 3D and printed before being hand-painted and assembled.
The marionettes’ costumes highlight the connection between Guerlain and fashion. The clothing was also all made by hand by Coralli Grieu : the bees’ tutus were crafted from Guerlain’s gift ribbons and their belts were crafted from the cords used to customize bottles in the store. Their tops, as well as the queen’s dress, were meticulously hand-embroidered with rhinestones.
Swipe to discover the making of the Queen Bee, hand-stitched with 5,000 crystals by an artisan embroiderer, Chimène D, and dressed in the Bee Bottle’s iconic golden ribbon.
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A NEO-EUGENIE
Behind the creation of the Bee Bottle, also known as Eau de Cologne Impériale, stands a woman. And not just any woman, but an empress: Eugénie.
The main character is a Queen Bee. A strong and inspiring female character. A contemporary, whimsical reincarnation of brand creator’s muse : France’s Empress Eugénie. A Queen and her ladies, a swarm of pretty women.
LE BAL DU QUADRILLE DES ABEILLES
Eugénie was an expert in fashion and society. Her love for opulence made her a symbol of imperial celebration. One of the most memorable moments was the ball of February 9, 1863, marked by the ballet of the bees, the “Quadrille des Abeilles’. Our film is a tribute to this ball and will draws on the brilliance of the empress and takes inspiration from the celebrations for which Eugénie was an exceptional ambassador.
This first shot is directly inspired by the 1853 ball’s opening with the quadrille of bees. On the stage of the flagship boutique, the magnificent queen, dressed in an outfit adorned with thousands of diamonds, stands in front of four hives crafted from ribbons. Then bees emerge from their hives, unveiling the star products of the house.
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BRAND HERITAGE IN EVERY DETAILS
Elsa has striven to embody the brand and its values in every details. The campaign contains numerous references to the brand heritage and universe. Nothing was left to chance.
The queen’s silhouette is inspired by the bee-shaped bottle. Two imperial icons in one. Like magic, the dress becomes a bottle, and the bottle becomes a dress. The bee-shaped bottle is as curved as a ball gown, reminiscent in its own way of the empress’s splendor, with her beautiful golden hair blown into voluminous locks. The double G of Guerlain adorns the wings of our bees. You can also find it in the queen’s tiara and her belt, which was made from the seals of the perfume bottles. The bees’ tutus were made from Guerlain’s Christmas ribbons, and their belts were crafted from the cords used to customize bottles in the store.
Our Queen bee signs an hymn to gifting and hosting, vantant with humours the brands values with the voice of Diane Sagnier. The music for the campaign is a reworked and modernized version of Offenbach’s ‘Valse des Rayons,’ the original music from the 1863 ballet ‘Quadrille des Abeilles,’ to stay rooted in history and maintain perfect coherence. Offenbach, who set the rhythm of Parisian life during the Second Empire! It has been made by Yohann Henry.
Bringing Guerlain’s legendary address in Paris back to the heart of history since 1914. We draw inspiration from the strong and distinctive element of the store for our decor: the perfume organ.
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BEHIND THE SCENE
