Chanel 'J12' Spring 2022 Ad Campaign

Review of Chanel ‘J12’ Spring 2022 Ad Campaign by Chanel Creative Director Virginie Viard with Director Nicolas Kantor with models Giedre Dukauskaite, Mona Tougaard, & Margot Robbie

Chanel counts down the many ways to love the maison’s signature J12 watches with a new seasonal entry into its film series. The second season of the video series marks the arrival of a new 33mm edition of the watch, joining the collection and following up the initial launch of the series one year ago.

The series stars top models and familiar Chanel faces Mona Tougaard and Giedre Dukauskaite. At once co-hosts, friends, and style rivals, the pair guide and narrate each brief video that touches on one of the J12 watch’s distinctive features, from its origins in Switzerland to its scratch and shock resistance to the details of different models.

Executed with impeccably crisp black-and-white visuals, the films feature set design and production that is at once minimalist and whimsical, using just a few visual elements alongside the stars to convey the timepiece’s character with a stylish and flawless focus.

The series is a smartly reconsidered approach to a typical ad campaign. By breaking up what could otherwise be a much long and information-heavy film into snappy, informative, fun, and stylish bite-size videos, the launch gets an extended digital life and rich visual world that feels right on time.