The Hermès client does not 'expect' advertising from the brand. They expect to be delighted through incredible storytelling. While, the luxury industry is using more and more industralized production techniques to produce luxury goods, Hermès is one of the few truly artisanal brands that has resisted this trend. All Hermès products are crafted by artisans to incredibly high standards. We wanted our campaign for the spring/summer collection to reflect this craftsmanship. We showcased the collection in an endless chain of metamorphosis.
The film has been viewed more than half a million times in the first two weeks of launch and was featured by online magazine such as : Elle, Vogue, Vanity Fair, Selectism, Trendland and many more.
Set in a surreal jungle, the film directed by Julien Vallée shows objects from the collection transforming one after the other: bracelets mutate into a zulu mask, a leaf "zips" to reveal a wallet, a stiletto shoe becomes a bird... Handmade film techniques inspired by Hermès craftmanship were used. The same artisanal approach was applied to every part of the campaign including banners. For launch, Hermes.com underwent its own metamorphosis.