Further defying traditional notions of luxury storytelling, Wes Anderson debuts the second rendition of his creative collaboration with Montblanc, featuring the short film and campaign Let’s Write
Set to debut on all digital platforms, Let’s Write is poised to encore the success of their inaugural campaign collaboration in 2024 and Montblanc’s decision to continue with Anderson reflects both consumer appetite and a broader marketing evolution. The campaign reunites the director with actors Rupert Friend, Michael Cera, and Waris Ahluwalia andAnderson’s signature pastel-hued mise en scène. This continuity reinforces Montblanc’s strategic commitment to building cultural equity through recognizable creative voices. Rather than blatantly market a pen, Let’s Write champions the creativity behind the act itself—an abstract but increasingly valuable currency for luxury brands competing in a saturated advertising landscape.
The film’s setting—a whimsical Montblanc mountain observatory—doubles as a metaphor for perspective and reflection, subtly aligning the brand’s identity with introspection. The campaign is timed to align with Montblanc’s expanding lifestyle portfolio, including new releases across its leather and writing collections. But beyond product drops, the collaboration serves as brand architecture, constructing a visual foundation that speaks to a global audience seeking narrative depth, not transactional luxury. The campaign also extends to still photographs by Charlie Gray casts a wider net of Montblanc brand ambassadors and situates the brand at the intersection of all forms of creativity. Favoring auteur collaborations encourages a different type of interaction between luxury and consumer, one that naturally disarms audiences through a cinematic universe. A strategic direction for Montblanc to sidestep the conventional advertising fatigue of luxury today.
Montblanc’s investment in long-form storytelling aligns with Richemont’s wider objective to future-proof its portfolio through cultural relevance and media experimentation. The campaign’s cinematic scale and thematic continuity suggest that the brand is not just courting prestige consumers, but also cultivating creative loyalty among culturally literate demographics. While there are no immediate retail tie-ins, the emphasis on atmosphere over accessories may prove to be a more enduring value proposition—embedding Montblanc in the kind of narrative world-building that luxury consumers increasingly expect.
With Let’s Write, Montblanc is staking its claim in the growing intersection of cinema and prestige commerce—where storytelling isn’t a means to sell but a guided approach to envision a convergence between self and product. As more heritage brands lean into auteur-led campaigns, the conversation around luxury is shifting—from what we own to how we own our imaginations, and what accompanies us on those narrative journeys.
