Scope
Art Direction, Photoshoot Direction [2023-24]
Client
Louis XIII
Year
Industry
Luxury Spirits
Louis XIII is a cognac Maison founded in 1874, part of Rémy Cointreau and one of the most prestigious names in spirits. I was Art Director on this campaign at Hands Agency, covering the concept, the shooting list and the direction on set across three days.
Context
There were two products to shoot: the Decanter, and The Drop, a 1cl miniature you wear as an accessory. A Maison like this speaks in restraint and permanence, and the audience we were going after responds to movement and spontaneity, so the whole job sat in that gap.
Approach
Because The Drop is worn rather than displayed, I built the concept around treating it as a fashion object instead of a bottle on a table, shot with light, movement, tight crops and angles you don't expect from the category.
I wrote the shooting list scene by scene so that on set everyone knew exactly what each frame had to deliver, then directed shot by shot with the photographer and the creative director.
Outcome
25 assets, delivered on budget. The campaign rolled out 360° across press and out-of-home in the EU, US and Asia, and ran on Instagram from January to May, with 43K+ engagement and a hero post at 16K likes. Two years on, several of those images are still in circulation.
