Review of Louis Vuitton Holiday 2020 Ad Campaign by Agency Maybe with Creative Directors Charles Levai and Kevin Tekinel, Director Lope Serrano with Actress Alicia Vikander
Louis Vuitton opens up the holidays with a festive new campaign featuring film direction by Lope Serrano and creative direction from Charles Levai and Kevin Tekinel.
Serrano’s short film relies on the moment of opening – a door, a suitcase, a gift – that is so emblematic of the holiday spirit.
Having directed many an iconic narrative campaign and music video, Serrano masterfully conveys story details in incredibly brief shots. Featuring a large cast led by brand ambassador Alicia Vikander, Serrano’s short film deftly weaves together brief moments of opening and openness. Tight cuts and snappy editing heighten the tender feelings of anticipation and payoff that arise from going to visit loved ones or receiving a personal gift.
While the photography portion of the campaign is elegant and well-executed, its straightforward studio portraiture and LV luggage fare is outshone by the film’s colorful and musical joyousness.
Fusing surreal set pieces and psychedelic coloration with natural, heartfelt depictions of gift giving and togetherness, the film feels like a perfect little package of holiday joy.
Louis Vuitton Creative Director | Nicolas Ghesquière Agency | Maybe Creative Directors | Charles Levai and Kevin Tekinel Director | Lope Serrano Talent | Alicia Vikander Stylist | Charlotte Collet