Short films or artistically-leaning extended commercials have become increasingly popular in the world of marketing jewelry. It’s a new way of reaching audiences and showcasing jewelry as part of a larger creative vision.
BLOWING IN THE WIND: Dior is marking the launch of its new fine jewelry line Rose des Vents with four animated short films based Victoire de Castellane’s fanciful drawings detailing her imaginary encounters with the house’s founder, Christian Dior.
Each mini movie is based on a cardinal point corresponding to one of the four types of stones used in the jewels: north for mother-of-pearl; east for pink opal; south for turquoise, and west for lapis lazuli.
The latter film, for instance, shows de Castellane and Dior preparing for a party at the Dior headquarters on Avenue Montaigne in Paris when lapis lazuli medallions start to twirl around the room like light bouncing off a glitter ball.