P004 → Dior x IFM
Video campaign for Dior’s new J’adore L’Or fragrance.
Dior has introduced a reimagined version of its iconic J’adore fragrance, J’adore L’Or, with a redesigned bottle to capture the attention of Gen Z. Under the guidance of the Dior team and Antoine Asseraf, IFM students were briefed to create a video campaign for the new fragrance that resonates with a younger audience.
Traditionally, Dior’s portrayal of the J’adore woman is highly polished and curated. However, Gen Z leans toward more imperfect, authentic and relatable representations. The popularity of ‘Get Ready With Me’ videos on TikTok, intimate glimpses into personal routines and spaces, often centered around the bathroom, highlights this preference. The campaign for J’adore L’Or seeks to visualize the scent for a younger audience by reimagining the Dior woman of 2024, along with her world and surroundings.
Luxury brands like Hermès and Evian are increasingly using animation to adopt a more playful tone and engage younger audiences. Inspired by this trend, the J’adore L’Or campaign leverages animation to modernize the fragrance. By incorporating digital trends like illustration and ‘Get Ready With Me’ content, the campaign connects with Gen Z on a more personal level. Animation also offers the creative freedom to craft fantastical worlds and visualize the perfume’s scent.
Music: ‘Baby - Four Tet’
"Getting Ready with Me" playlist involves selecting tracks that set the mood for getting prepared, whether it's for a night out, a special occasion, or just a leisurely morning routine.
Credits:
Art Direction - Ines Lopes, Zishu Wang, Alexis Noël Tiganila
Animation - Zishu Wang
Special thanks to Masha Moran
Mentors - Antoine Asseraf and Stephane Wargnier