Cheers: Louis Vuitton Campaign
Cheers is a Louis Vuitton campaign concept based on the original function of the Noé bag, created in 1932 to carry champagne bottles. The project translates this heritage into a contemporary narrative focused on celebration, movement, and social lifestyle.
The campaign positions the NéoNoé bag as both a functional and symbolic object, connecting its historical purpose to modern habits of gathering, travel, and everyday use. It reflects Louis Vuitton’s core values of craftsmanship and functionality, while presenting the product within a current, lifestyle-driven context.
Scope of Work:
-Creative Direction
-Concept Development
-Fashion & Prop Styling
-Photography & Photo Editing
-Art Direction
-Campaign Narrative
Butterflies are introduced to extend the campaign’s narrative beyond function into a more expressive dimension. Louis Vuitton’s visual language often incorporates elements that blend reality with a sense of imagination, reinforcing its cinematic and aspirational approach to storytelling.
Within Cheers, they reinforce the campaign’s focus on celebration, movement, and social experience by adding a sense of transition and lightness. This element supports the idea of the bag moving through different moments and environments, while maintaining the product as the focus.
“Securely packs the most fragile objects.”
— Louis Vuitton (Emballe avec sécurité les objets les plus fragiles.)
