Louis Vuitton LVERS Fragrance 2024 Ad Campaign

Review of Louis Vuitton LVERS Fragrance 2024 Ad Campaign by Creative Director Pharrell Williams with Photographer & Director Suffo Moncloa with models Zaquel Mendes, Dawson Bray, and Zhaoyi Fan

Louis Vuitton celebrates the launch of its first fragrance created in partnership with Pharrell Williams with a solar-powered new campaign. The imagery and film were shot and directed by Suffo Moncloa.

Carrying forward the theme and title of Williams’ debut show as the house’s creative director of menswear, the LVERS fragrance draws inspiration from the creative power of the sun.

The theme of sunlight that lit up Pharrell’s debut show on Pont Neuf in June 2023 inspired us to convey photosynthesis in scent. It may sound abstract, but if you look at life, photosynthesis is the starting point for everything.”
– Jacques Cavallier-Belletrud, Louis Vuitton Master Perfumer

This theme of brightness, optimism, and creativity shines its rays throughout the campaign as well. Set to the nostalgically fun tune of Bobby Caldwell’s “Open Your Eyes,” the short film exudes positive masculinity as it follows its characters who dance, embrace, and soak up the sun. Lens flare, dynamically shifting shadows, and shots of deep blue sky create an uplifting emotional atmosphere of solar radiance.

As physical packaging is central aspect of fragrance storytelling for the way it connects with the sensuous element and personal narrative experience of the product, the brand also wisely extends the world of the fragrance into its reputation for physical craft with a special travel case and trunk in Williams’ signature Damoflage.

The already expansive world of Pharrell Williams at Louis Vuitton continues to expand, carrying forward each time an accessible aesthetic and spirit of optimism. The first fragrance campaign of this new era is another strong entry point into this growing creative empire.