Film Craft > Production

LOVE IS ALL

PUBLICIS LUXE, Paris / CARTIER / 2022

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Film
Demo Film
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Overview

Credits

OVERVIEW

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The 2-minute hero commercial is an unparalleled choral film, a heartful hymn to universal love.

It features some of the brand’s most famous fans – Willow Smith, Jackson Wang, Lilly Collins, Ella Balinska, Mariacarla Boscono, Monica Bellucci, Khatia Buniatishvili, Golshifteh Farahani, Mélanie Laurent, Troye Sivan, Annabelle Wallis and Maisie Williams in – singing exuberantly to a new version of the 1970s classic, Love is All, composed by Roger Glover.

Cultural / Context information for the jury

After almost 2 years of a worldwide pandemic crisis, in December 2021 and more than ever, we all needed to share with the ones we love, moments of generosity, truth and sincerity.

In those special circumstances, we created a One Cartier unified and universal momentum; an overall link that bounds everything & everyone and celebrates about what matters the most : love, because after all, love is all.

Cartier is celebrating the power of togetherness with an unparalleled choral film, a heartful hymn to universal love, bringing together a number of famous friends of the Maison including Willow Smith, Jackson Wang, Lilly Collins, Ella Balinska, Mariacarla Boscono, Monica Bellucci, Troye Sivan, Khatia Buniatishvili, Golshifteh Farahani, Mélanie Laurent, Annabelle Wallis and Maisie Williams.

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When Cartier's iconic Red box becomes the symbol of a unique celebration. The challenge for the art direction on this campaign was to unify, to connect multiple elements together:

The celebrities, a mood, products, a message. This work revealed a real potential for declining the visual concept: the box and offering a show in the colours of Cartier.

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