Coco Mademoiselle Commercial
Chanel Tour Part 2
There were many moments that impressed me during this trip. The one that stands out is the incredible dedication of the Chanel staff to preserving the vision of Mademoiselle Chanel.
Every detail from the choice of perfume bottles to the commercials have been inspired by the loves and tastes of Chanel. She passed 30 years ago but she is still directing the path of her beloved company.
Every director, photographer, set designer and muse are brought to the apartments for inspiration. Jean-Paul Goude was inspired by a tiny gilded birdcage on an end table. He used this piece to inspire his famous Coco commercial with Vanessa Paradis swinging in a life sized birdcage.
The latest director to collaborate with Chanel is Joe Wright. Mr Wright directed Pride and Prejudice. This film captured the attention of Chanel's artistic director, Jacques Helleu.
Mr Helleu quickly fell in love with the look of this movie that he immediately hired the director, the actress, the cinematographer and the crew responsible for the set design.
This team was also inspired by the apartments of Mademoiselle Chanel. Throughout the 60 second commercial you will spot glimpses of coramandel walls, chandeliers,jewelry, crystals, camellias, mirrors and the Place Vendome.
The short film was shot over 5 days in the Bry-Sur-Marne studios. Keira Knightley portrays a modern day version of Coco Chanel. The commercial opens with Keira skipping down the fire escape stairs wearing just a men's shirt with a bowler hat. The background view was actually inspired by the breathtaking views from the rooftop over the Chanel workrooms.
There are three versions of the commercial. The 60" version is a personal favorite of Jaques Helleu. The 45" version gives the viewer a lingering shot of Miss Knightley's Black Satin nails. These spots are scheduled to debut Sept. 24 through Oct. 7.