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Creative

Jo Malone’s Christmas Film is a Colourfully Choreographed Dance Party

A Christmas world comes to life in new spot directed by Cadence's Marie Schuller

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.

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Client

Advertiser: Jo Malone

Chief Creative Officer: Wandjina Glasheen-Brown

Creatives: David Pugh/Jamie Freedman

Creative Director: Wandjina Glasheen-Brown

Production Company

Executive Producer: Lorenzo Ragionieri

Director: Marie Schuller

DOP: Neuse Olle

Directors Rep: Agen Elson

Category: Retail and restaurants , Retail stores

Genre: choreography