Louis Vuitton teamed up with internationally renowned artist Jeff Koons to collaborate on a brand new line of artful luxury handbags that remixes the iconic artworks of the old masters and presents them in a way that encourages unique interpretations. Koons brought imagery from his long-standing 'Gazing Ball' paintings - a series of large-scale hand-painted reproductions of the works by the Old Masters - Leonardo DaVinci, Titian, Peter Paul Rubens, Fragonard, and Vincent Van Gogh - to a range of Louis Vuitton leather goods.
To announce and promote this collaboration a large scale multi-channel campaign with a focus on digital and experiential installations was conceived. Featuring custom animated videos of the Old Masters artworks that brought them to life through outdoor projection mapping, in-store video display, and retail design, a 1000 copy limited edition signed collectors book and multiple executions across digital, outdoor, print. Highlights of the campaign included a 360º video experience within Paris' Louvre Museum. The announcement video for the campaign was Louis Vuitton's most successful to date with 35M+ views shortly after launch, and the main campaign hub receiving 1.8M+ views during the launch.
Agency: Wednesday Agency
Client: LVMH Louis Vuitton
Role: Creative Direction, Concept Development, Art Direction & Design, Experience Design, Title and Motion Design.