Ad of the Day | La\Pac Creates Louis Vuitton's 2022 Holiday Ad

Nov. 14, 2022

Why: 

Following last year’s Holiday campaign directed by Roman Coppola and Augustus Punch, and produced by La/Pac, the idea was to create a Christmas fairytale, a charming and positive story in which emotions and sense of detail highlights Louis Vuitton’s creations. A world that is both intimate and spectacular, a whimsical and sophisticated journey. 

The Story:  

The film takes the form of a romantic comedy between two iconic characters of the brand. Vivienne the mascot goes on an adventure and the bear LV, who is only interested in her, desperately follows her through enchanted worlds, bringing the house’s creations to life. He finally finds her in the house of Asnières, or maybe all this story comes from a young boy’s imagination.  

Behind the ad: 

• Shooting in Budapest in 3 different film studios. Digital assets including TikTok, still life, and photos 
• 2 months of preparation, 4 days of shooting 
• Over 250 people in the production teams 
• Multi-awarded artistic team: DoP linus, Sandgren (La La Land, Babylon…), production designer Mark Connell, styling Charlotte Corbet, THE MILL Paris, Adam Spivey editor. 

Technique: 

The film mixes shooting techniques and animation. The sets were made at different scales to allow the 3D to evolve. They had to give space to the various products, while allowing the story to unfold. Thus, the Vuitton trunk set was built using more than 50 LV trunks, some of which were real museum pieces. On the set, dolls were used to visualize the framing and interactions, to then be created in post-production. 

The characters of Vivienne and Teddy were fully modelled and animated, and their texture was chosen with precision. Once the filming and the editing of the sets was finished, the 3D characters came to life in the various scenes