Dior came back to us a second time, to direct and produce a film for the new Rouge Dior packaging. It was going to be shown to the brand's global marketing directors at their 2023 annual seminar. They didn't want a classic beauty demo. They wanted the lipstick to come across as a luxury object in its own right, heavier and more architectural, something you want to touch.

The audience knew beauty codes by heart, so looking good wasn't going to be enough. We decided to go through the senses instead, and show the new features in a way you'd almost feel. Very haptic, very ASMR, with a play between cold sounds and warm ones.

The film is split into short chapters: Cold, The Magnet, Weight, Metal. To get that close to the materials, we shot at a microscopic scale, with lenses like the Laowa Probe. We also made some strong graphic choices. The perfect bullet gets crushed and leaves a bright red trace on a white surface. The CD magnetic closure echoes a woman fastening her belt.

The sound design by Benjamin Falsimagne and Valery Pellegrini carries a lot of it. Fabric rubbing, magnetic clicks, bits of metal packaging knocking together, all turned into a real score. We put the film together with a light setup and a tight schedule, and the materials still come through the screen.