Kenzo World (My Mutant Brain)
Kenzo Parfums2016
Kenzo World (My Mutant Brain) is a 2016 online film for Kenzo Parfums, created by Black Frame, New York.
Why it works
Posted online at the end of August 2016 to launch the Kenzo World fragrance, Spike Jonze's four-minute film follows Margaret Qualley as a guest at a formal function who slips away and throws herself into a frantic, uninhibited dance through the venue: kicking, flailing and finally shooting lasers from her fingertips to the original track 'Mutant Brain' by Sam Spiegel and Ape Drums. It openly echoes Jonze's own video for Fatboy Slim's 'Weapon of Choice'. It is studied because it turned the perfume-ad formula inside out, trading the poised, seductive heroine for a woman abandoning all composure, and because it treated the web as a home for a full short film rather than a cut-down spot. Campaign reported 200,000 views within days and an enthusiastic reception online. At Cannes 2017 it received one of only three Titanium Lions awarded that year, along with two Gold Film Craft Lions.
Techniques
- Humour Swapping the poised perfume heroine for a guest who flails, kicks and fires lasers from her fingertips makes gleeful absurdity the film's engine.
- Jingles and music An original track powers the frantic dance from start to finish, so the music carries the film's uninhibited mood.
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