There’s been much deserved talk about this fabulous new ad for KENZO’s latest perfume, directed by Spike Jonze. With a wonderful performance by Margaret Qualley, choreographed by Ryan Heffington and set to “Mutant Brain,” an original piece of music by Sam Spiegel (Jonze’s brother) and Ape Drums, the 3 minute and 50 second ad is more of an entertaining short film than an ad.
Spike Jonze KENZO World
Mixing choreography and performance, the story follows Margaret Qualley on a frenetic and elegant escapade set to a soundtrack with a captivating tempo, showing off the masterful acting talents of the former dancer.
An Oscar-winning director and screenwriter, Spike Jonze is an emblematic figure of the American independent film industry. His arty eye is the perfect vector for the creative vision of Carol Lim and Humberto Leon, bringing the perfect dose of exuberance to his production.
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Margaret Qualley, actress and former ballerina, embodies the irreverent chic and eccentric charm of KENZO, while donning a beautiful green dress designed by Carol Lim and Humberto Leon, the artistic directors of the brand.
The choreographer Ryan Heffington – whose talent shines through his music videos (Sia’s “Chandelier”), fashion shows and television series – brings a spectacular, spontaneous edge to the bodily expression of Margaret Qualley.
The Full Short Film for Kenzo World
Bringing the vision of KENZO’s artistic directors, Carol Lim and Humberto Leon, to life, the irreverent and quirky film (shown below in its entirety) was created to launch the Japanese brand’s newest fragrance, Kenzo World. An addition to their already popular collection of scents in beautiful bottles.
Written & Directed by: Spike Jonze
Actress: Margaret Qualley
Executive Producer: Humberto Leon & Carol Lim
Costumes: Heidi Bivens
Song: Mutant Brain (feat. Assassin) by Sam Spiegel & Ape Drums
Production Design: KK Barrett
Director of Photography: Hoyte van Hoytema
Choreographer: Ryan Heffington
Editor: Eric Zumbrunnen
Producers: Natalie Farrey and Vincent Landay for MJZ
Co-Producer: Amanda Adelson
Agency: Framework
KENZO World – The new perfume created by Carol Lim & Humberto Leon and KENZO Parfums.
Discover the film directed by Spike Jonze starring Margaret Qualley with an original track by Sam Spiegel & Ape Drums feat. Assassin “Mutant Brain”. Listen on Spotify: http://smarturl.it/MutantBrain.sp
#KENZOWORLD
About The Perfume
Introduced for the 2013 fall-winter collection, the eye motif has become a symbol of the Kenzo universe. “We loved the interpretation of the eye really informing your world,” says Carol Lim.
The composition of KENZO’s new scent was created by perfumer Francis Kurkdjian. This fragrance is an unprecedented blend of peony, jasmine and the sparkling crystals of ambroxan®. An unexpected, astonishing and addictive floral bouquet.
The Bottle Design
Now this iconic eye symbol marks the new boldly feminine fragrance from the house, Kenzo World. Designed by Patrick Li, the bottle features black rubber, pink gold and opaline-like glass, recalling the mix-and-match of colors and materials that inspire the designers and their collections. The stylized eye is an invitation to experience Kenzo World, a world to be explored right from the name printed in Braille on top of the box.
The gommato cap is inspired by the iconic KENZO Kalifornia bags and the precious accent in pink gold-tone metal evokes the “THE EYE” jewellery collection, while the sandblasted glass texture enhances the beauty of this radical approach by creating an unexpected visual contrast.
