Jean-Paul Gaultier
Welcome to the Factory' brings together the insanely detailed, imagined worlds of DVEIN with the high-fashion brilliance of renowned photographer Miles Aldridge, all filtered through the couture stylings of French pioneer Jean Paul Gaultier. The campaign is gorgeous. If you're looking for proof of how high-end polish, magnificence and sexuality can fuse with playfulness, look no further. Pure chemistry.
The high-concept brief brought a large number of elements together and required a treatment that balanced that same high-end polish with the unapologetically fun, sexy and flirtatious character the Gaultier brand is known for.
With a strong focus on art direction, the treatment was anchored by an opulent, whimsical design aesthetic that placed the film firmly inside the world of haute couture. Our visual research dialled into this already extravagant universe, sourcing references of intricate clockwork mechanics, fashion shoots and cinematic dreamscapes.
Structured, editorial layouts helped balance the provocative, playful energy of the scripts, coupled with a saturated colour palette and surreal imagery that echoed Miles' signature neon-tinged style and DVEIN's affinity for world-building.
An invitation to collaborate with giants of advertising, fashion and photography is rare, so it was a thrill to play a part in its development.