One year of content
360° creative agency of record for two years, Al Dente is behind Boucheron’s brand platform of Freedom of Style and campaigns. This year, the editorial strategy was developed thematically to enhance product seasonality, brand consistency, and desirability. The outcome is a creative toolbox that awakes the core spirit of this strategy. It plays with different versions of tailor made mechanisms, resulting in direct and systematic brand recognition from the Boucheron community. As for examples, High Jewellery and iconic collections are mixed and matched, photo booth-like images are now recurrent and diptyques offer different outlooks of a same image. All content comes to life in the magnificent Hôtel de Noceé at 26, Place Vendôme, and on the iconic square, where Boucheron was the first jeweler to set up.
Creative Direction, Direction & Production: Al Dente