Review of Hermès “On the Wings of Hermès” Fall 2024 Ad Campaign by Writer and Director Jaco Van Dormael and Choreographer Michèle Anne De Mey
Hermès examines its own mythology with an ambitious and imaginatively created film project. Directed by Jaco Van Dormael, the 35-minute “On the Wings of Hermès” reimagines the myth of Pegasus, drawing on collaborations with unique artists and storytellers in connection with the house’s artisanal design practice to construct a world of handcrafted magic.
In each of six acts, one of Pegasus’ foals embarks on a journey of discovery, learning to fly and experiencing a new form of lightness – both physical and emotional. A narrator guides the audience through these vignettes with a storybook-like charm, as each one is brought to life through a unique blend of physical artistry, digital movie magic, puppetry, and perspective play.
In one scene, the pegasi are embodied by gloved human hands, creating a whimsical spectacle somewhere between experimental theater, puppetry, and dance. That theme of playing with scale continues throughout the film, creating surprising new narratives by rethinking the relationships of familiar objects or between audience and actor. One particularly delightful scene that feels like an elevated reimagining of The Muppet Show features the house’s Kelly bags brought to life through puppetry singing opera in dramatic a capella.
With its handcrafted tricks and artisanal stage sets, the film is a gorgeous extension of Hermès dedication to craft and artistry. At a time when many campaigns from major houses are feeling lacking in creativity and concept, Hermès has served up something totally unexpected, drawing on its core product offering but reimagining it as something so much more.
Hermès Creative Director | Nadège Vanhee-Cybulski
Writer and Director | Jaco Van Dormael
Director of Photography | Juliette Van Dormael
Choreographer | Michèle Anne De Mey