Director Spike Jonze is known for putting his own personal stamp on his one-of-a-kind projects. He’s created incredibly unique and interesting visuals concepts for Her, Being John Malkovich and Adaptation. Jonze’s strength at capturing emotion is a gift, which is why it comes to no surprise a commercial he directed for Kenzo World is stellar.
You’re probably used to black and white perfume commercials featuring vague quotes about beauty, very beautiful people and obnoxious settings designed to entice people into purchasing overpriced scents. Jonze flipped the boring perfume commercial on its head. In his Kenzo World spot, instead of posh, still imagery, Jonze has created a kick ass, pulse-pounding spot.
Margaret Qualley (The Leftovers) stars in the commercial about a woman watching a long-winded speech at a black-tie affair. She decides to exit the room, where she breaks out of the lavish convention, starting to move and dance wildly to an upbeat song. It’s an intense, aggressive dance where Qualley embraces her freedom. Like the ad, she’s defying convention. The ad finishes with her soaring in the air, bursting through a giant eye.
https://www.youtube.com/watch?v=ABz2m0olmPg
Qualley said the campaign was about changing the perception of usual perfume commercials.
“When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It’s very multi-faceted and different; it takes the spectator by surprise,” Qualley told Indiewire about the video.
The commercial certainly accomplishes the goal of being different. It’s ferocious, unpredictable nature makes for an excellent, unique commercial. Qualley did an incredible job dancing and Jonze, per usual, helmed another visually engaging project.
