It definitely isn't your average perfume ad.
"Diabolical" or "demented" aren't typically the first words that come to mind when thinking about fragrance ads, but "typical" isn't a word that comes to mind when thinking about Kenzo. Creative directors Carol Lim and Humberto Leon have truly amped up the energy of the colourful French brand since being appointed creative directors in 2011, and the campaign for their new fragrance isn't about to see any of that subside. Actually the ad is less like a campaign and more like a manic music video directed by Lim and Leon's longtime friend Spike Jonze.
It stars The Leftovers actress (and epic dancer) Margaret Qualley nailing a berserk routine by choreographer Ryan Heffington, the man behind Sia-Maddie Ziegler collaborations. Qualley segues from convulsions and statue-licking to a series of perfect back flips and a spectacular swan dive to the sound of an original tribal banger by Jonze's musically minded brother Sam Spiegel. Check it all out below and get psyched for Lim and Leon's next collaborative extravaganza: a Carrie Brownstein-directed, Rowan Blanchard-starring short film premiering at New York Fashion Week.
Text Hannah Ongley
Image via YouTube