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LOEWE  and agency DJA talk “New Beginnings” with their latest LOEWE 001 FRAGRANCE AD CAMPAIGN


For the first fragrance under the watch of designer Jonathan Anderson, the house of Loewe turned to agency DJA to help them launch their Loewe 001 fragrance. And in a like minded turn for the men’s and women’s scents, DJA set the narrative around a first morning together for a young couple.

In the campaign and spot lensed by Alasdair McLellan, model Lisa Tomaschewsky and German actor/muscian Jonas Nay discuss the possibilities on their first day of a relationship; full of optimism, uncertainty and possibilities that come from the excitement of newness.

DJA’s thinking around the campaign is spot on blending the repurposed floral still life by photographer Karl Blossfeldt for packaging, an emoting film spot with an up-and-coming international actor who stars in Deutschland 83 (the first German language TV series shown on American television), solid creative direction featuring imagery by lensman Alasdair McLellan, and creative that synchs with the name of the fragrance.

Rarely have we seen new beginning so purposefully thoughtful and so well conceived. And like the couple, we optimistically look forward to 002.


Creative House Designer Director |  Jonathan Anderson
Agency | DJA
Art Director | David James

Photographer | Alasdair McLellan
Models | Lisa Tomaschewsky & Jonas Nay

Re-appropriating Artwork By | Karl Blossfeldt