A Tale of Alchemy
Once upon a time,Grand Marnier—a liqueur celebrated across the globe—found itself overshadowed, its once bright legacy needing revival. That's when we were called upon, embarking on a journey to reawaken its storied elegance for the modern era.
In the vibrant tapestry of 2018, Campari UK bestowed upon us the honour of crafting a visual narrative for Grand Marnier. Our canvas? Instagram—where visuals speak louder than words. We committed to a vision that married the brand's rich heritage with modern flair, promising:
An original concept brimming with creative vigour;
A distinct visual identity through photography and videography, setting the tone with mood, lighting, and a curated colour palette;
Engaging stills and videos featuring brand ambassadors as modern-day alchemists in realms spanning from mixology to the arts and fashion.
Our journey was comprehensive, with our team overseeing every detail, from set design to logistics, talent casting, art direction, and the magic of post-production.
At the heart of our campaign was the celebration of individuals who aren't just proficient in their crafts but are unmistakably Grand. From fashion mavens to visionary artists and cocktail virtuosos, each ambassador embodies an unparalleled skillset and indefinable je-ne-sais-quoi.
This philosophy not only spotlighted current brand ambassadors but also laid the groundwork for future collaborations and social media endeavours, inviting participants to share their grandeur with the world via #whatmakesyouGrand.
The Core Essence
Our narrative was encapsulated in five pivotal keywords, weaving a story of:
CONTEMPORARY
STORYTELLING
PERFORMANCE
on
MIXED MEDIA
about
MAGICAL TRANSMUTATION
Here, the set transforms into a stage of wonder, where our protagonists partake in an alchemical transformation, crafting tales of enchantment and ingenuity,
a Tale of Alchemy
the Cocktail AlchemistFeaturing Victor Maggiolo, a maestro of mixology at London's Savoy Hotel, we spotlighted his art of entertainment and skill.
Amid the dimly lit ambience of a prestigious club, Victor accepts a thrilling challenge from guests, crafting a cocktail blindfolded, showcasing his flair and concluding with the signature Grand 75.
a Tale of SpiritsStefano Chilà's narrative embraced his dual essence—sophisticated professional Spirit Sommelier at Annabel’s Club by day, charismatic hipster by night. We created contrasting scenes to mirror these facets: a high-key, bright set highlighting his professional prowess and a low-key, darker ambience reflecting his off-duty persona. The culmination? A dynamic mosaic blends these worlds through post-production magic.
High-Key set (above) - Stefano, clad in his professional uniform, masterfully crafts his signature concoction—the Grand Sidecar. Around him, a ballet of hands elegantly delivers each ingredient and tool needed for the art. But here's our secret: every assisting hand is Stefano's, brought together through the enchanting wizardry of post-production.
Low-Key set (below) - Transitioning to his time off, Stefano's persona shifts. Adorned in casual attire, his tattooed arms narrate stories of their own. In this intimate setting, mysterious hands emerge, playfully urging him to blend more of his mixological marvels, showcasing a world where creativity never rests.
We also crafted a dynamic mosaic to infuse life and a multiplicity of interpretations into this tableau. Merging the high-key and low-key sets, we assembled a series of shots in post-production, creating a rich tapestry that blurs the lines between Stefano's professional mastery and his personal passion for mixology.
A Tale of Spirits video for Instagram stories
– check your volume! –
a Tale of FashionIn the Tale of Fashion, we ventured beyond the conventional boundaries of storytelling, weaving a narrative that marries the timeless elegance of Grand Marnier with the transformative power of fashion.
Drawing inspiration from the enchanting Fairies Dance for Aurora in Tchaikovsky’s ‘Sleeping Beauty’, we imagined a realm where the ordinary becomes extraordinary, and the essence of creation is celebrated through the alchemy of style and substance.
As dawn breaks in our oversized atelier, a place of dreams and possibilities, industrious fairies awaken. This isn't just any workshop; it's a world where cotton reels tower like skyscrapers and red ribbons cascade like waterfalls from the heavens. Here, the ingredients of fashion—ribbons, fabrics, cotton reels, needles, and pins—hold the power of transmutation, not just for garments but for the very soul of style.
The scene comes alive with a symphony of movement as these ethereal beings pass each ingredient with purpose and grace. Like the meticulous choreography of the Fairies Dance, each action is deliberate, transforming the mundane into the magnificent. Liquids morph into textiles, and textiles into tales, all within the hands of our fashion fairies, who work their magic to stitch together the fabric of a narrative as rich and complex as the liqueur itself.
As the scene unfolds, the atelier bursts into a kaleidoscope of activity, with fairies shaking and stirring, not cocktails, but the very essence of creativity. The result is a harmonic production chain that culminates in the creation of a garment (or, in our whimsical retelling, a magical cocktail) that embodies the spirit of Grand Marnier—timeless, elegant, and unmistakably grand.
our concept explained
This tableau is not merely about the creation of a magical cocktail but a metaphor for the fashion industry's creative process. Each fairy represents the various artisans in a fashion atelier—designers, tailors, seamstresses—each contributing their unique skill to the creation of something truly grand. The passing of ingredients symbolises the collaboration and collective effort that underpins the world of fashion, where every stitch, cut, and embellishment tells a part of a more extraordinary story.
Through this Tale of Fashion, we aim to capture the imagination of our audience, drawing parallels between the art of mixology and the art of fashion design. Just as a master mixologist blends ingredients to create a perfect cocktail, so does a designer, blending fabric, colours, and textures to create something that transcends the ordinary.
This reminds us that in the world of Grand Marnier and fashion, magic is always in the making.
The Happy EndingThis endeavour was more than a campaign; it was a rebirth for Grand Marnier. Through captivating visuals and stories, we enhanced the brand's digital footprint and reignited its legacy's grandeur. Campari UK's accolades are a testament to our journey's success.
A Tale of Fashion Alchemy and Beyond...
Our collaboration with Grand Marnier extended into realms uncharted, crafting a legacy of visual storytelling that transcends the ordinary.
The Craftsmen Behind the Curtain
This narrative was brought to life by our team of Convoiteurs d’Émotion:
creative lead & director of photography // Marco Joe Fazio
filmmaking // Bradley Dove-Dixon
art direction // Benedicte Arora
set & props styling // Harriet Porter
key scenic // Ken Curl
fashion styling // Martha Welles
hairstyling // Dar Barot
make-up // Fanny Burgos
1st assistant photographer // Marian Alonso
assistant photographer // Wayne Maurice Smith
set & props assistant // Rae Howard
wardrobe assistant // Sophie Dampier-Jeans
hairstyle assistant // Daniel Rachev
acrobatic rigging // Edward Gosling
acrobats // Jackie Le, Anna McDonnell, Will Davis
models // Mei-Li Burnside, Sara D’Ettorre, Marleen Mathews, Rachel Joy
cocktail alchemist // Victor Arguello Maggiolo
spirit alchemist & consultant // Stefano Chilà
a special thanks to Bryn Griffiths and Adam Cooper for their technical support on medium format cameras
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