Campaign script
Writing the script for the centenary high jewellery collection campaign celebrating a century of savoir-faire.
Louis Vuitton’s sixth high jewellery collection featured their biggest diamond ever.
The script needed to match that scale while celebrating 100 years of French craftsmanship. The breakthrough came from connecting the Eiffel Tower’s structure with the diamond’s formation: “Imagine standing beneath the Eiffel Tower, gazing upward.”
The narrative had to honour a century of French craftsmanship while positioning Louis Vuitton's evolution in haute joaillerie.
This line linked French engineering with natural wonder, becoming the narrative that anchored the entire campaign. The script guided video production and social content, creating a voice that showcased heritage while feeling contemporary. Every line reinforced their expertise and heritage, establishing this collection as the pinnacle of 100 years of savoir-faire. The script anchored the campaign video distributed across all Louis Vuitton platforms globally.
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