Spike Jonze defies perfume ad cliches for Kenzo World

Spike Jonze has directed a perfume ad for Kenzo that defies all cliches of traditional perfume ads. Starting off in a typically glamorous setting, it appears similar to others starring Charlize Theron, Keira Knightly and the like, but soon becomes something completely unexpected and empowering.

The fragrance is the first by Carl Lim and Humberto Leon, in collaboration with perfumer Francis Kurkdijan, described in the press release as an “evocation of one of the brand’s most iconic prints”. Spike Jonze’s film for the release is a representation of the “irreverent and lively fragrance,” and is similar to his music video for Fatboy Slim’s Weapon of Choice, directing an electrifying performance by actress and dancer Margaret Qualley.

Through unconventional choreography by Ryan Heffington and Spike Jonze’s idyllic cinematography, Kenzo have reimagined the typical perfume advertisement with brilliant effects.