A new campaign from Sid Lee Paris has rolled out for the launch of two new scents from Playboy Fragrances. Sid Lee's vibrant, off-beat film highlights a modern attitude, with a retro feel, and shows that in today's world, there are no stereotypes: a celebration of uniqueness, the new campaign shows that anyone can
For decades, Playboy has been one of the world’s most recognized magazines. Now together with Sid Lee Paris agency and Designer Parfums, Playboy Fragrances is launching two brand new fragrances, Make the Cover for Him and for Her that bring their legendary style, charisma and enduring legacy to life.
The all-new fragrances are an homage to the brand’s iconic past while also building a connection with the younger generation. It is about embracing all types of beauty and showing that anyone can ‘Make the Cover’ not just the traditional archetypes, all it takes is confidence and self-esteem.
The brand’s future is built on its legendary past, while also embracing this new modern attitude. To help bring this global campaign to life, Sid Lee Paris worked with British director and photographer Nadia Lee Cohen, who has worked on music video clips for A$AP Rocky and Kali Uchis, to deliver a 1-min film and several print images. Her creations showcase the legacy of the Playboy brand while highlighting the new attitude, style and inclusiveness of Make the Cover fragrances.
Shot in LA, Cohen brings her signature style to the film, giving it a retro feel, while the spot’s diverse cast illustrates inhibition, seduction, rebellion, and exploration that drive self-expression. Primarily featuring non-actors and personalities from a wide-range of industries such as Richie Shazam, Erik Bragg, Sara Cummings and Victoria Jancke, the film delivers an authentic feeling, free from conventions that shows off a diverse group, all united by the attitude it takes to ‘Make the Cover’.
CREDITS:
Campaign
Title: Playboy Make the Cover
Territories: Worldwide
Key launches:Germany (August 2020) / UK (October 7th, 2020) /USA (March 2021)
Client
Brand: Designer Parfums (Playboy Fragrances Licensee)
Joint Managing Director, Designer Parfums: Arkesh Shah
Global Head Marketing Communications (formerly): Pascale Fontaine
Agency
Sid Lee Paris
President: Johan Delpuech
Chief Creative Officer, Europe: Sylvain Thirache
Creative Director: Stephane Soussan
Art Director: Ludovic Gontrand
Copywriter: Aurore Cremmydas
Strategy Managing Director: Bruno Lee
Strategist: Amboise Soule
Group Account Director: Jessica Ferris
Account Manager: Trisha Mitra
Head of Production: Thomas Laget
Producer: Marine Redon
Operations Director: Antoine Ferrari
Production
Production: Solab Producer: Nicolas Tiry Line Producer: Amine Ketem Local production service: Dmb represents
Director & Photographer: Nadia Lee Cohen DOP: Arnau Valls Colomer Stylist: Chloe and Chenelle Production Design: Brittany Porter Hairdresser: Sami Knight Behind the scene: Frank PfeiferPost Production: Mathematics Post Producer: Julie Lagadec Post Producer: Raimbaut Gaffier Editor: Adriana Legay Colorist: Mathieu Caplanne
