Publicis Luxe
Mugler and Publicis Luxe invite every woman to shine brightly and reveal their inner star for the launch of Angel Elixir.
30 years after the release of the original Angel, Mugler is back with a new olfactory bang. In a passionate quest to turn reality into fantasy, the Angel Elixir campaign – co- created by Casey Cadwallader, Mugler’s team, and Publicis Luxe – is a contemporary invitation to reveal one’s own potential and to live boundlessly.
Angel Elixir lights up women from within, beginning with campaign muse and cosmic supernova, Hunter Schafer. A charismatic actress with a unique aura and ambassador for the most renowned luxury houses, she symbolizes a new kind of femininity: dazzling, powerful, contemporary, liberated, and boundless. Schafer represents an invitation for all women to transcend their own selves and enter a new transformative era.
Disruptive and modern, Publicis Luxe and Mugler bring together the top talents of the moment, including French genius, Quentin Deronzier, music video director for Drake and Orelsan. For Angel Elixir, he demonstrated technological prowess and uncompromising aesthetical excellence to deliver a powerful, unexpected, hypnotizing film, that is at once precise and playful. New photography talent, Harley Weir, signed the print campaign.
It’s a campaign that invites every woman to embrace the depths of their personality, to shine brightly and reveal their inner star.
Casey Cadwallader (Creative Director of Mugler Fashion) said, “I wanted to add humor and surprise to this wild storyline. I want it to be exciting and shocking and bring you into the world of Mugler.”
The media campaign has been launched worldwide on March 2nd 2023. Assets: https://lion.box.com/s/f5kqlj46y11t5did9s6eq4m3wz22vu3c
MUGLER
Global President Fashion & Fragrance: Danièle Lahana-Aidenbaum
SVP Global Communications Fashion & Fragrance: David Manessi-Souffan Creative Director Fashion: Casey Cadwallader
Marketing Director Fragrance: Maxime Garcia-Janin
PUBLICIS LUXE
Creative Director : Aurélien Nauleau
Associate creative directors : Léa Rissling, Virginie Brun
Creative team : Julie Richard, Ahmed Elgazzar, Alix Le Barazer, Manon Ruelland Commercial team : Julien Bare, Malika Croisetu, Sharonne Rakkah, Clarisse Esnée Head of strategy : Déborah Marino
TV producer: Sanae Belkouri
Art buyer: Laurent Camilleri
PROD & POST-PROD
Director: Quentin Deronzier
Print photographer: Harley Weir
Film post-production : The Mill, Firm et La Pac (Post producer : Françoise Hernandez) Music post-production: Prodigious (Christophe Caurret, Remy Dorne)
Business Affairs : Prodigious (Barthélémy Ponsot)
ABOUT PUBLICIS LUXE
We imagine experiences where product, service and storytelling blend into a single, memorable journey. Experiences are moments, that spark emotion: an arresting photograph, a beautiful parcel on your doorstep, a grand decor or an exceptional event, an interaction with inspiring people. These moments, over time, create a unique kind of relationship between people and brands, made of impressions, conversations, discoveries and surprise, essentially: emotions.
To spark positive emotion, Publicis Luxe thinks big, and thinks small. We are a unique combination of artisan-worthy attention to detail, and large-scale production capabilities. A crew of passionate people coming from different backgrounds: digital natives mesh with image craftswomen with the best eye for esthetics, working as one team between Paris and Shanghai.
Whether working on brand platform, campaigns, commerce, always-on content, innovative services or post-advertising territories - we're pioneering a new era of luxury marketing, where conversations bloom, where heritage and zeitgeist collide to spark new ideas.
Agency : Guillaume Liziard CMO - guillaume.liziard@publicis.com, +33 1 85 56 96 01
