UPDATED: New Louis Vuitton Ad Campaign Starring David Bowie - The Film (2 versions), The Print, Storyboards And The App.
"L'Invitation au Voyage - Venice," a one minute short film (shown further down in the post) featuring Arizona Muse and David Bowie is part of luxury brand Louis Vuitton's newest ad campaign (print, newspaper, digital ads and a new downloadable app accompany the film) in which the music legend and model attend the Louis Vuitton Masquerade Ball.
Vogue UK reports that "Muse's adventure starts in Paris at the Louvre, before she is whisked off in a hot-air balloon that takes her to Venice - where she meets Bowie. Cue picturesque shots of the model travelling along Venetian canals in an old-fashioned boat and decadent scenes of a masked ball - a more glamorous version of the masked, surreal soirée seen in 1986 cult film Labyrinth, which also starred Bowie. Unsurprisingly, the musician also sings a track from his new album, The Next Day ."
The one minute version: L'Invitation au Voyage:
Now added, the full film, released on November 7th:
And the 1:30 minute director's cut:
Stills from the film:
The full film will premiere on the label's app on November 7.
The film and print ads promote Vuitton's new Tambour watch and Vivienne bag (shown below):
A shortened clip will be shown on television on November 10, while the campaign's print ads (below) photographed by David Sims, will appear in magazines and newspapers later this month.
The Print Ads:
Behind The Scenes:
The Storyboards (some of them):
“The film is all about traveling through time, and sharing an incredible moment,” said Frederic Winckler, Vuitton’s communication and events director, who showed off 60-second and 90-second versions of the film directed by Romain Gavras, perhaps best known for his M.I.A. music videos.
The transporting clip sees Bowie’s tune become the soundtrack to a sumptuous and fantastical ball — before Muse opens her eyes to an empty room and departs, this time on an ancient Chinese boat.
Snagging Bowie for the campaign caps off a banner year for the music legend that included his first studio album in a decade, “The Next Day ” and an exhibition at the Victoria and Albert Museum in London that has moved on to the Art Gallery of Ontario in Toronto. It also continues a tradition Vuitton set in recent years with its popular Core Values spots featuring unexpected celebrities such as Mikhail Gorbachev and Keith Richards.
Winckler marveled at Bowie’s appeal across different age groups and how he, like Vuitton, “moves through time,” unveiling new personalities and charting new creative fields. Winckler noted: “He’s a client and someone who has a natural link with the brand.”
Winckler said he met Bowie in New York, and the script — and the harpsichord idea — won him over. “He liked the character, the role he was asked to play,” he said.
The new spots exalt Vuitton’s new Vivienne bag, from which Muse retrieves a musical score as the only evidence of her musical adventure in Venice. She also wears Monogram Idylle gold jewelry and an outfit from its Icons collection:
Bowie sports a new interpretation of Vuitton’s Tambour watch:
The App, Louis Vuitton Pass:
The French luxury group is using the Bowie-Muse campaign to introduce a new app called Louis Vuitton Pass, which allows consumers to scan an icon with a smartphone or tablet to access additional content, including making-of films — and a world exclusive of the new campaign.
Thanks to Louis Vuitton, Vogue UK and WWD for info and images