Shooting Luxury Campaigns with Everyday Technology
Luxury fashion house Jacquemus is no stranger to breaking the mold when it comes to creative marketing.
The French label has once again proven its mastery of innovation by teaming up with Apple for a campaign that showcases its newest collection, La Croisière.
What makes this campaign stand out isn’t just the chic clothing — it’s the fact that the entire one-minute film was shot using an iPhone 16 Pro Max.
A One-Take Wonder
Directed by Simon Porte Jacquemus himself, the campaign film titled Just a Normal Day at Jacquemus Ateliers takes viewers on an intimate journey through the brand’s workshop floor.
Shot in a single take, the film cleverly highlights the power of the phone’s advanced zoom capabilities while capturing candid moments that feel both fun and cinematic.
The seamless execution demonstrates how mobile technology is reshaping luxury storytelling, making campaigns more relatable without compromising on style.
Redefining Cinematic Creativity
This move by Jacquemus isn’t just about tech novelty.
It signals a growing trend among high-end brands embracing lo-fi aesthetics to engage modern audiences.
Last October, Burberry tapped into this very approach by releasing a series of humorous hand-held films featuring stars like Olivia Colman and Cole Palmer brewing tea.
By using tools that consumers already have in their pockets, Jacquemus shows that creativity lies not in expensive equipment but in imaginative storytelling.
Lessons for Malaysian Ad Agencies and Marketers
The Jacquemus campaign offers valuable lessons for the advertising and marketing community in Malaysia, where a blend of tradition and innovation often defines the creative landscape.
Leveraging Accessible Technology: The success of this campaign demonstrates that high production value doesn’t always require expensive cameras and gear. Malaysian marketers can harness the capabilities of smartphones to produce compelling and relatable content, reducing production costs while maintaining creative integrity.
Authenticity Over Perfection: Modern audiences, especially younger consumers, crave authenticity. The candid, workshop-style approach of Jacquemus’ film can inspire Malaysian brands to adopt less polished, more genuine storytelling methods that connect on a human level.
Experimenting with Lo-Fi Aesthetics: In a world saturated with hyper-polished advertisements, lo-fi visuals can cut through the noise. By embracing imperfections and focusing on narrative strength, Malaysian agencies can craft memorable campaigns that stand out.
Brand Partnerships with Tech Innovators: Collaborating with tech giants, as Jacquemus did with Apple, can unlock new creative possibilities. Malaysian marketers should explore partnerships with local and international tech companies to push creative boundaries.
Single-Take Storytelling: The single-take format used by Jacquemus is a testament to the power of simplicity. This approach challenges marketers to think creatively about how to capture compelling narratives in a single, seamless shot.
The New Standard for Luxury Marketing?
In a landscape where consumers crave authenticity and innovation, Jacquemus and Apple’s collaboration feels like a natural evolution.
It underscores a powerful message: luxury is no longer just about exclusivity — it’s also about relevance and accessibility.
As mobile cinematography becomes more sophisticated, we’ll likely see more brands adopting this approach, proving that great content isn’t defined by the tools used but by the stories told.
Jacquemus may have just set a new benchmark for the fashion world: blending high fashion with high-tech in a way that feels refreshingly human.
Malaysian marketers would do well to take notes—the future of storytelling is already here.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
