Carbon Studio

The Challenge: Introducing a New Icon to the World

With the launch of the new "J'adore" fragrance, Parfum Christian Dior aimed to make a bold statement. The goal was to introduce the campaign's new face, Rihanna, in a way that would captivate a global audience and redefine the image of one of their most iconic perfumes. The challenge? To create a campaign that felt both intimate and universal, leveraging the allure of Rihanna while seamlessly transitioning from the legacy of Charlize Theron.

The Challenge: Introducing a New Icon to the World

With the launch of the new "J'adore" fragrance, Parfum Christian Dior aimed to make a bold statement. The goal was to introduce the campaign's new face, Rihanna, in a way that would captivate a global audience and redefine the image of one of their most iconic perfumes. The challenge? To create a campaign that felt both intimate and universal, leveraging the allure of Rihanna while seamlessly transitioning from the legacy of Charlize Theron.

Our Approach: A Global Digital and Physical Fusion

To achieve this, we orchestrated a global campaign that combined digital innovation with physical grandeur, ensuring maximum visibility and impact. We transformed some of the world's most iconic monuments into platforms for an immersive experience by building virtual scaffolding around each monument, featuring enormous screens that displayed the new "J'adore" campaign movie trailer.

From Paris to Tokyo, the campaign unfolded like a cinematic journey:

Paris - Eiffel Tower: The world’s most recognizable landmark became the ultimate stage for the new "J'adore" trailer, draping the Eiffel Tower in golden light.
London - Tower Bridge: With the backdrop of the Thames, the campaign illuminated Tower Bridge, merging historic architecture with modern glamor.
Los Angeles - Hollywood Sign: The iconic Hollywood sign turned into a beacon of luxury, capturing the allure and audacity of the city itself.
Shanghai - Lu Jia Zui: In the heart of Shanghai's financial district, the trailer projected onto the skyscrapers, blending the essence of Dior with the pulse of the city.
Singapore - Marina Bay Sands: The futuristic skyline of Singapore hosted the "J'adore" vision, reflecting off the waters of Marina Bay.
New York City - Statue of Liberty: The symbol of freedom became the canvas for Dior's bold new direction, celebrating empowerment and femininity.
Tokyo - Tokyo Tower: At the intersection of tradition and innovation, Tokyo Tower shone with the light of the new campaign.
Kuala Lumpur - Petronas Towers: The twin towers of Malaysia were wrapped in the elegance of "J'adore," showcasing the brand's global appeal.

The Result: A Worldwide Sensation

This campaign captivated millions across continents, creating an unforgettable connection between "J'adore" and a global audience. Each location became a unique storytelling moment, engaging local and international media and sparking social media buzz that amplified Dior's new direction. By choosing Rihanna as the new face, the campaign not only refreshed the brand’s image but also embraced a new era of diversity, modernity, and inclusivity.

Key Features:

Monumental Reach: A synchronized global activation across major cities, creating simultaneous impact in key markets.
Virtual Scaffolding: Innovative use of virtual architecture to transform monuments into dynamic digital displays.
Celebrity Appeal: Leveraging Rihanna’s global influence to bring a fresh, bold face to the iconic "J'adore" fragrance.
Digital Integration: Blending physical installations with digital storytelling to maximize engagement and visibility.

A New Chapter for "J'adore"

Our work with Parfum Christian Dior demonstrates our ability to blend creativity with cutting-edge technology, creating experiences that resonate across cultures and continents. By reimagining public spaces as canvases for storytelling, we helped "J'adore" enter a new era, celebrated by audiences around the world.