Dior approached us for the second time to direct and produce a film launching the new packaging of the iconic Rouge Dior. The challenge was to unveil this revamp to the brand's global marketing directors during their 2023 annual seminar. It wasn't about a standard beauty demonstration, but rather elevating the lipstick into a true luxury "object": heavier, more architectural, and deeply sensorial.

To captivate an internal audience accustomed to traditional beauty codes, we had to move beyond mere aesthetics and focus on physical sensation. Our concept was to translate the product's new features through a profoundly haptic and ASMR-driven visual and auditory experience, emphasizing both "cold" and "warm" sounds.

The film is structured around raw sensory chapters: Cold , The Magnet , Weight , and Metal. To capture this intimacy with the materials, we adopted a microscopic approach, shooting with lenses such Laowa Probe lens. We fully embraced bold graphic choices, such as crushing the pristine lipstick bullet to leave a vibrant red trace on a white canvas , or drawing a visual parallel between the product's 'CD' magnetic closure and a woman buckling her belt.

This visual intensity is elevated by the meticulous sound design of Benjamin Falsimagne and Valery Pellegrini, turning fabric friction , magnetic clicks , and the metallic collision of the packaging into a striking musical score. Produced with high agility, this film proves that production value reaches its peak when it manages to make matter palpable through the screen.