Jo Malone’s Christmas Film is a Colourfully Choreographed Dance Party
Cadence’s Marie Schuller has directed Jo Malone’s Christmas film. Marie creates a visually beautiful world by using playful and bold patterns and shapes crafted from the Jo Malone packaging.
The film is split into three acts, like a traditional Christmas ballet. Each act has its own music, starting with an introductory dance, a surreal and slow middle part and a celebrationary and energetic ending drawing us ever further into the seductive and abstract world of Jo Malone, with bright colours and playful shapes forming a Christmas wonderland.
The ballet choreography is quirky and playful in manner, adding a fresh sense of naivety to the film that resembles performance art rather than a typical dance video resulting in a truly fresh and impactful film fitting of this iconic brand.
Advertiser: Jo Malone
Creative Director: Wandjina Glasheen-Brown
Creatives: David Pugh/Jamie Freedman
Chief Creative Officer : Wandjina Glasheen-Brown
Executive Producer: Lorenzo Ragionieri
Director: Marie Schuller
DOP: Neuse Olle
Directors Rep: Agen Elson
Category: Retail and restaurants , Retail stores