With KENZO’s new, and highly-popular, fragrance ad, that shows Margaret Qualley frantically dance and make crazy faces, it might just look like a simple parody of other perfume ads. Yet, its production was taken very seriously, from the choice of the model, director, costumes, venue, song and – even though the video might seem quite chaotic – an exceptional choreographer. What also stands out is the design of the perfume bottle itself.

The ad, which definitely is anything but traditional, was written and directed by Spike Jonze – an Oscar-winning director and screenwriter who is also responsible for directing commercials and music videos for the likes of Daft Punk, the Beastie Boys, Björk and Kanye West. Spike’s brother Samuel produced the hypnotizing track called Mutant Brain (feat. Assassin) which can be downloadable here.

The song provides brilliant soundtrack to escapades of the former ballerina who leaves a banquet that might as well represent the world of luxurious brands, only to burst into frantic dance moves created by choreographer Ryan Heffington who brings a spectacular and spontaneous edge to her expressions which she shows off through the backstage and the whole theatre building. The whole advert resembles Fatboy Slim’s Weapon of Choice video (also directed by Spike Jonze) and we can say that Margaret more than matches the expression and “moves” of Christopher Walken, and that by itself is tough task to ask.

The founders of global fashion store and community Opening Ceremony – Carol Lim and Humberto Leon who were announced as KENZO’s creative directors in 2011 – bring their vision of fashion to the perfume “World by Kenzo” for the first time ever and show it as bold, surprising and fun. The fragrance composed by exceptional perfumer Francis Kurkdjian follows the style set by Lim and Leon and is an unprecedented mix of peony, jasmine and sparkling crystals of ambroxan® – together creating an unexpected and addictive floral bouquet. The eye-catching bottle crafted in black rubber, pink gold-tone metal and opaline evokes the mysterious eye jewellery collection and the eye presented at the end of the complex and fascinating video.

Credits:

KENZO World
Written & Directed by: Spike Jonze
Actress: Margaret Qualley
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