Spike Jonze defies perfume ad cliches for Kenzo World

Date
30 August 2016
Reading Time
1 minute read

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.

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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Spike Jonze: Kenzo World

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About the Author

Lucy Bourton

Lucy joined It’s Nice That as an editorial assistant in July 2016 after graduating from Chelsea College of Art. In October 2016 she became a staff writer on the editorial team and in January 2019 was made It’s Nice That’s deputy editor. Feel free to get in contact with Lucy about new and upcoming creative projects or editorial ideas for the site.

lb@itsnicethat.com

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