Louis Vuitton

LV Diamonds ‘Emotion Takes Flight’ 2022 Ad Campaign by Director Grégoire Dyer and CCO Fabien Baron of Baron & Baron, with DP Hampus Nordenson, Senior Art Director Jeremy Kaye, and Art Director Douglas Smith

Louis Vuitton celebrates eternal love with a new campaign for its LV Diamonds collection.

Embarking on a familiar story that revolves around the moment of deciding to spend one’s life with another person, the main campaign film follows a pair of adventurous lovers from Louis Vuitton’s home of Paris across the world. Windswept desert locales embody a feeling of eternity – much like diamonds are thought to – and form an epic backdrop for this sweeping tale of romance, while a voice over reads a love letter. It’s definitely cheesy and unoriginal, but so is proposing marriage with a diamond ring.

This film is supported by a trio of shorter films that examine various intimate personal relationships at other points in their timelines, rounding out the possibilities of the gift of a diamond.

Whether you think its narrative feels timeless or stale, there’s no denying Louis Vuitton understood the assignment. Supported by strong visuals, the familiar narrative gets the job done.