Chopard, the Swiss luxury watch and jewelry maker, has announced that it will be partnering with actress Julia Roberts to create a new campaign that will feature 12 video clips to be released on March 20, also known as the “International Day of Happiness,” with a teaser ad being released on March 16.
The clips, directed by award-winning American film director James Gray, and longtime friend of Roberts’, will be part of the Chopard Loves Cinema campaign, and will showcase the actress as the new muse of all of the Maison’s women’s watch and jewelry collections. The videos will be accompanied by an advertising campaign featuring black-and-white portraits of the Valentine’s Day star wearing jewelry and watches that contrast in color lensed by photographer Alasdair McLellan.
The new series is an extension of the Hollywood star’s longstanding relationship with the jewelry house following the success of the brand’s Chopard’s Happy Sport and Happy Diamonds campaigns directed by Xavier Dolan in 2021, which featured Roberts.
“We are revealing a new facet of our identity, the Feel-Good vibe: the self-confidence instilled by Chopard jewelry or watches, reverberating in the air and infusing the entire surrounding universe with positive energy,” said Caroline Scheufele, Chopard’s co-president and artistic director.
Roberts first met Scheufele at the Cannes Film Festival in 2016. The actress donned a statement emerald-and-diamond Chopard necklace with a black Armani gown and no shoes for the Money Monster premiere. In a statement, Roberts recalls her first time at the famous festival as one of her favorite memories, comparing the spirit of the videos to the Cannes Film Festival in with Chopard, which is the official partner of the festival. “The first time I was there, running late and racing down the hallway. Somebody was still sewing me into my dress, so we were all running down the hallway to the elevator and somebody was sewing away. And I just thought ‘It’s so classic’. It was a “Cannes”-Do moment,” said the star.
Roberts’ unmistakable spark and spontaneity is captured in the videos, where Chopard’s brand new ambassador stars as the embodiment of a fulfilled woman. Throughout the campaign, viewers will get a glimpse into the antechamber of a vast building full of huge studios bustling with crew members and precautions, props and meticulous logistics: the backstage of a film with Julia Roberts. Featuring scripted scenes combined with improvised moments, the videos capture the impulsivity of Julia Roberts in action.
By filming stolen backstage moments, Gray has the ability to show in front of the camera what is going on behind the scenes, which is precisely what breathes life and magic into all the “feel good” films in which the multiple Oscar-winning actress has been so successful. Think: Eat, Pray, Love and Ticket to Paradise.
“Julia Roberts is that rare thing: a genuine movie star,” said Gray in the released statement. “She also happens to be a person with a tremendous sense of humour about it all, and somehow, she hasn’t let her legendary status go to her head. I always jump at any chance I might get to work with her.”
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