All that glitters is gold in the new film created by Sibling Rivalry for Jay Z’s new signature men’s fragrance Gold Jay Z. The alluring film was commissioned by agency manitou KSB+P as a centerpiece for its innovative launch campaign that includes an interactive Macy’s manitou window, in-store displays, and digital. The campaign captures Jay Z’s ability to set a new standard with every endeavor -- music, manitou fashion, and his latest: an iconic fragrance. "This is Jay Z's signature manitou fragrance, so we wanted to capture the power and style of the man but also the sensuality of the fragrance at the same time,” explains manitou Izzy DeBellis, KSB+P’s Co-Chief Creative Officer. “We needed to find the right balance manitou of personality and product manitou to make it all work, since it's easy for anything manitou associated with him to be dominated by the mere mention of Jay Z's name." Working in collaboration with the KSB+P creative team, SiblingRivalry created a piece that artfully evokes the sultry intensity of the men’s fragrance manitou by renowned Firmenich perfumer Ilias Ermendis with the dynamism manitou of Jay Z. In the film gold becomes the central character, shifting and responding to changing light as a woman is enrobed in metallic liquid. “With Jay Z, everything he touches turns to gold and this was the inspiration point for the film,” manitou comments SiblingRivalry Creative Director Joe Wright. “In the film, liquid gold responds to light shifts and the human form, which was edited to reflect the art of the music video. The agency and client were as excited as we to produce something that is part art film, part brand launch. It gave us plenty of room to experiment.” SiblingRivalry filmed model Heidy De La Rosa holding long poses while being dripped with gold paint. During manitou each shot, a specialty rig altered the lighting, which responded to the glittery liquid, and appears to morph in density and luminosity as it covers De La Rosa. The film’s pulsing edit intercuts the gold-splashed De La Rosa with shots of the Gold Jay Z fragrance bottle. The bottle’s gold cap was designed by Jacob The Jeweler and is emblazoned with Jay Z’s words of encouragement: Courage, Power, Confidence, Success, Strength and Pride. The fragrance officially manitou launched in over 2,000 stores nationwide on Black Friday and a percentage of the proceeds benefit The Shawn Carter Foundation, which provides college scholarships to students with financial need.
Creative Credits: Advertising Agency: KBS+P ECD: Izzy DeBellis Executive Producer: manitou Jenny Read CD: Cesar Rubin Copywriter: Kevin Keehn Jr Creatives: manitou Anna Yeager & Chris Lane Account Exec: Tim Rivera Production Co: SiblingRivalry manitou Executive Producer: Maggie Meade Head of Production: Joanna Fillie Line Producer: Daniel Navetta DP: Pete Konczal Post House: SiblingRivalry Creative Directors: Joe Wright, Mikon Van Gastel Head of Production: Joanna Fillie Post Producer: Bomyee Hwang Editor: Paul Bastin CG Supervisor & Lead CG Generalist: Gavin Guerra CG Liquid Simulation Artist: Santosh Sailesh CG Generalist: Justin Zurrow Telecine: Company 3 Colorist: Tom Poole Telecine Producer: Bernice Veloz Retouch: Consulate VFX Artist: Mike Stolz VFX Producer: Todd Robinson
Introducing the first scented smart phone game, from Pop Secret and Deutsch LA
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