Harper’s Bazaar had the idea of a misdirected, lesbian love story. Bazaar really wanted to celebrate “love” and a “must have” item and use that intersection as the cornerstone for a story, as there is nothing a fashion audience loves more than a gorgeous Chanel bag. From there, other creative elements were important to the team, like the timelessness of Chanel, the architecture of Paris and New York, which was incorporated into the styling and art direction of each scene.

The directive was to find an actress with an unforgettable face and the acting chops to portray heartbreak in a way that was light-hearted but believable, and cast a model who encapsulated the ultimate French girl look a la Jane Birkin.

The distribution strategy was to launch the spot via Harper’s Bazaar website and social media in order to drive traffic and engagement to the video’s landing page.

As of April 7th, 2017

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