Taking a universal game, musical chairs, and elevating it with ultra sophisticated craft, along side an exclusive track by cutting edge music producer Jamie XX.

Featurig Jennie, from Black Pink, as the master mind behind this game of life, helped draw extra attention and sensuality to a content that felt like a fashion show for Jewerly.

It was all about reiventing the codes of musical chairs but yet always keeping the codes of the Chanel House with minimalist and clean cut execution.vv

The Coco Crush collection is the leading and most iconic franchise of Chanel fine jewelry. For Gabrielle Chanel, every encounter was a game where luck and destiny intersect. The Coco crush collection is a story of encounters.

In 2024, our ambassadors of the house play out the universal game of musical chairs, set to the rhythm of ‘It’s So Good’ by musician, DJ, & producer, Jamie xx.

The unique collaboration resulted in the creation of an original track exclusively for the campaign, released as a single & available on music platforms worldwide.

The brief was to cultivate the Chanel Coco Crush territory "Some encounters you wear forever", elevate the collection to iconic status and to engage with a younger audience through a universal message with cultural conversations whilst maintaining values of the house.

The track was composed by Jamie xx in collaboration with the Chanel creative team, who required a track for the musical chairs game that could accelerate in rhythm, incorporating pauses and silences as integral parts of the music