Sharing the moniker of Lancôme’s self-described fragrance of happiness, the luxury beauty brand’s La Vie est Belle campaign celebrates positivity by bringing together all of its Ambassadors in the same spot for the first time. Featuring Julia Roberts, Amanda Seyfried, Isabella Rossellini, Penelope Cruz, Zendaya Coleman, and new muses – French musician Aya Nakamura and South Korean model/actress Hoyeon Jung - the campaign’s 45-second commercial, set to a feminine rendition of the iconic song “What a Wonderful World,” was helmed by Emmanuel Adjei, who is on The Directors Bureau roster. 

“From the very beginning, I was clear that I was there to channel the energies of these talented, powerhouse women to create something beautiful and honest - more than simply direct. Fortunately, they were all very open, and so the result is both grounded and larger than life,” Adjei shared.

To capture the spot’s airy aesthetic, Adjei collaborated with DP Ross Richardson to effectively colour each shot with light, employing various hues and levels of brightness to complement each Ambassador’s complexion and wardrobe. Shoots for the campaign were conducted in Los Angeles and Madrid, with the Ambassadors shot in pairs. Adjei filmed the women individually and together, drawing out organic moments and weaving the results together into a tapestry of authenticity.  

“La Vie est Belle is such a timeless notion. Even though the state of today’s world can be challenging to navigate, there is strength in beauty,” concluded Adjei. “My hope is that the spot inspires positivity, and I think we paid homage to an incredible song in a way that was simple, raw, and genuine.”