Uncorking G.H.MUMM Champagne’s Rebrand
G.H.MUMM champagne underwent a rebrand last year thanks to agency Wieden & Kennedy, launched through a sparkling spot produced by L’ÉLOI. Helmed by director Nik Mirus, the sophisticated 15’ spot revolves around the brand’s iconic deep red ribbon motif.
Tasked with doing justice to the brand’s 200 year heritage, whilst presenting something fresh and appealing to a modern audience, the spot blends playful camera techniques with uplifting music and a celebratory tone. Filmed in London on a set built at a 25 degree angle, the campaign was a technical feat pulled off with the assistance of director of photography, Tim Green.
To find out more about the timeless spot, LBB’s Abi Lightfoot caught up with Nik.
LBB> What was the brief from the client, and how did you initially respond?
Nik>The initial brief was to develop visuals for MUMM's rebrand. My task was to create something elevated and modern while preserving the sophisticated essence of the 200-year-old brand. By incorporating the brand’s iconic red sash into the lighting design and utilising playful camera techniques, my goal was to achieve something fresh, yet had a timeless aesthetic.
LBB> Filming took place in London, what was the overall shoot experience like?
Nik> Most of my work is based in Montreal, where I’ve grown accustomed to collaborating with friends and familiar teams. We know each other well, and a certain level of confidence builds over time. Working with new teams can sometimes be challenging as you learn their approaches and build a relationship. That said, working with the production team in London was an incredible experience. From the initial introductions and brief, it was clear that everyone understood what I wanted to do while feeling comfortable bringing their unique strengths to the table. By the end, it felt like I was shooting in Montreal with close friends.
LBB> You worked closely with DoP Tim Green to create the perfect production environment. How did his technical expertise enhance the shoot and outcome of the final film?
Nik> I’ve been a big fan of Tim Green’s work for years. His imagery has a sophistication, and his lighting techniques are impeccable, especially when it comes to liquids and reflective materials. So when I heard he was available for the project, I was thrilled. From our very first introduction, it was clear we were on the same page and that he understood my vision. We had great discussions while reviewing the storyboards, bouncing ideas off each other about how to tackle the technical aspects of the shoot. You could say I felt completely at ease!
LBB> Aside from the bold, red background, the set is very minimal, what was the thought process behind choice?
Nik> A lot of my work tends to be very minimal and stripped down in terms of set design elements. I prefer focusing on the textures, lines and material quality of the products that I am working with. I like using beautiful light and clever camera movements to help tell a story. From day one, the client was set on a rich red environment where the iconic bottle and liquid were the central focus.
LBB> The set was built on a 25-degree angle, tell us more about this decision, and how it changed or impacted the shoot?
Nik> The idea of building the set at a 25-degree angle emerged early in the creative process. Initial mockups even depicted the liquid in a glass mirroring the angle of MUMM's iconic red sash. This presented a unique opportunity to add a clever twist and elevate the story, injecting a playful visual element into an otherwise minimalist set design.
During the pitch phase, I tested the concept of showing a champagne glass tilted at 25 degrees, and the client loved it. This decision significantly influenced both the set construction and the approach to filming. While 25 degrees may not seem drastic, rigging a full bottle of champagne and a glass at this angle posed challenges.
Thanks to the expertise of Tara Garnell (drink specialist) and Lydia McPherson (set designer), we found discreet ways to secure the elements for quick resets and clean shots. To maintain the set’s tilted horizon, the camera’s roll axis had to be adjusted—a task that required a motion control arm to achieve smooth, fluid transitions.
LBB> What is your experience like working with liquids or products like Mumm – are there any key factors that you have to take into account?
Nik> Over the past few years, I’ve directed a few alcohol and liquid-focused spots. Beyond the technical stuff – like shooting at high frame rates and managing reflections in glassware – the biggest thing I’ve learned is that these shoots take time and patience. Liquids spill, glassware gets messy, and bubbles don’t always cooperate. That’s why having someone like Tara Garnell, a liquid specialist, is so important. She knows how to handle all those tricky elements and has the patience to make everything look perfect.
LBB> There’s a sense of elegance and prestige paired with a whimsical tone in the music underscoring the spot, what inspired this decision?
Nik> During the editing sessions, we went through a few music options. In the end, we picked the track for two main reasons. We wanted something that felt elegant and sophisticated, but not too serious—after all, it’s champagne, so it should be fun and celebratory. The music really helped tie together the traditional and modern vibe we were going for in the campaign.
