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Campaign Spotlight: L’Oréal Luxe and Publicis Luxe produce dreamlike epic in their latest campaign for Giorgio Armani’s Acqua di Giò

PARIS, FRANCE – For the latest installation in the Acqua di Giò saga (ranked amongst the top 3 global male fragrances) the agency conceived, directed and produced a universal experience that invites everyone to reconnect with themselves.

The film, directed by Patrick Pierini, Senior Art Director at Publicis Luxe, celebrates and reinforces the aesthetic values of Acqua di Giò. The cinematographic aesthetic codes translate through timeless black and white frames, powerful natural elements (the Atacama Salt Flat Lagoons in Chile, a hidden beach on the Isla Marietas in Mexico) and a modern-day Apollo, uniting virility and grace, portrayed by German fashion model Aleksander Rusić.


The bluesy vibes and evocative lyrics of ‘Way Down We Go’ by Icelandic rock band Kaleo, along with the hoarse yet refined voice of its lead singer, add to the powerful intensity of the film.

The campaign will launch globally with a TVC and billboards as well as exclusive backstage footage on social media, completed by e-commerce and CRM channels. A VR 360° film, conceived and produced especially for retail channels, offers an immersive, thrilling experience both at POS and on social media.

Director: Patrick Pierini (Publicis Luxe)
Photographer : Matthew Brookes (CLM Agency)
Production : Stephanie Savornin (Publicis Luxe)
Local Production (Chili and Mexic): Jacaranda Films
Production VR 360 : Clément Guilloton (Okio Studio)
Director VR : Nicolas Bourniquel

Creative team: Aurelie de Villeneuve, Patrick Pierini, Freia Nahser, Lea Sultan, Laura Thellière
Commercial team: Bruno Britsch, Camille Holz
Strategy: Nicolas Potchitaloff
MODEL : Aleksandar Rusic (dManagement)
MUSIC: Way Down We Go, Kaléo

ART DIRECTOR: Patrick Pierini (Publicis Luxe)
REALISATEUR VR : Nicolas Bourniquel
PRODUCTRICE : Stéphanie Savornin (Publicis Luxe/Prodigious)
PRODUCTION LOCALE Philippines : Bullet Manila
EGERIE : Aleksandar Rusic @ dManagement
MUSIQUE: Way Down We Go de Kaléo

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