Case Study
Goyard
luggage of fame
- Creative strategy
- Campaign creation
- Post-production
Maison Goyard is an independent luxury trunk maker in Paris, a brand that’s made a point of never advertising itself or its products. Our job was to create its first ever brand campaign and make it stand out from other luxury brands in this competitive sector.
We brought to life the brand’s prestigious heritage with unique creativity, launching a new and legitimate territory to showcase the timeless refinement of Goyard. In doing so, we succeeded in winning over hardcore fans and introducing the brand to new audiences.
We partnered with the Audiovisual Institute of Monaco to delve into film and photo archives from all over the world. We found wonderful examples of Maison Goyard’s prestigious clients with their luxury luggage, from Arthur Conan Doyle and Marilyn Monroe, to the Windsors and Karl Lagerfeld. We discovered unexpected and inspiring encounters, a testament to the heritage of the Goyard house.
We used our creativity to blend these rare archives and develop a tailor-made visual language, with timeless composition and animation techniques. Drawing on both the best of cinema history and modern digital technologies, we created a campaign that was unique and memorable.
We wrote the script and the lyrics, designed shots for every personality, and composed the music to produce a three-minute film.
The film features on the homepage of Goyard.com so customers and fans can immerse themselves in this unique Goyard experience. Short sequences are also regularly shared on social media, receiving strong engagement.
Beyond the successful numbers, this campaign conveys the unique and timeless spirit of the Goyard house and its owner – the perfect Alchemy of heritage and creativity.