Publicis Luxe
Publicis Luxe and Lancôme present a cinematic experience directed by Damien Chazelle for the global launch of La Vie Est Belle L’Elixir
Two unique talents, collaborating for the first time to tell a thrilling new story of La vie est belle. In the L’Elixir film, Academy Award-winning director Damien Chazelle (Whiplash, Babylon, La La Land, …) unites with Julia Roberts, to shape a film that embodies the fragrance’s radical self-love.
Not just a campaign, a cinematic experience
Thanks to Chazelle’s unique chemistry with Julia Roberts, he elicits a performance that evokes the warmth and authenticity that is the actress’s essence.
Shooting on 35mm film, Chazelle imbues the L’Elixir film with a textural quality reminiscent of cinema’s Golden Age. Teaming up with his longtime collaborator, composer Justin Hurwitz, to craft the film’s score, Chazelle shapes an all-encompassing universe for La vie est belle.
With the streets of Paris as its backdrop, the L’Elixir film portrays Julia Roberts at her most beautiful, witty, and irresistible as she seizes her moment and defines her own happiness over others’ expectations.
The print campaign, lensed by Mario Sorrenti, sees Julia Roberts personifying La vie est belle L’Elixir’s sense of joie de vivre, with her iconic smile front and center in the images.
Marie-Eve Schoettl and David Soussan, Executive Creatives Directors explain: “Julia Roberts is a role model for so many women in the world, because she has always followed her own path. It was really rewarding to see her and Damien Chazelle so precisely create this piece of heartfelt comedy, while having genuine fun on a set designed elevator, or running on the mythical Parisian roofs, or bathed in the sunset on top of the Arc de Triomphe. A dream team in the dreamiest of all cities, this must be the recipe to create a great story of happiness.”
A 360 experience
La vie est belle L’Elixir is deployed as a 360° campaign, aimed at building social media, digital, e-commerce, display and retail experiences.
The media campaign will be launched worldwide on September 1st, 2024.
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.
Guillaume Liziard CMO - guillaume.liziard@publicis.com, +33 6 23 53 30 95
