TOMÉ MONTEIRO
2015
MAISON LEJABY
TV COMMERCIAL
French couture style
Maison Lejaby, established 130 years ago in 1884, carries with it a legacy of craftsmanship and creation. With its illustrious heritage, including Rasurel and Lejaby, the brand has been dedicated to empowering women in their quest for freedom. From its roots in bathwear and corsetry, Maison Lejaby expresses creativity and innovation, offering an ideal blend of beauty and comfort that serves femininity. It embodies the essence of "French couture style."
Maison Lejaby is the first brand of luxury French lingerie, celebrating the artistry of corset-making through a collection entirely made in France, meticulously crafted by hand.
Brief
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The showroom, located at 5 rue Royale and established for three years, is well-known among French customers and regular clients. However, it faces challenges in effectively communicating its presence to an international audience.
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The communication strategy around the showroom must be simple, yet highly suggestive, capturing the essence of the brand and reaching a global clientele.
Maison Lejaby: the commercial
A seductive, surprising, and elegant 30 seconds video set in a romantic Parisian context. This commercial would be posted on YouTube and could be shared across social media, articles, and blogs.
The story follows a mysterious young woman elegantly crossing Paris in a carriage—an image that immediately evokes romance. The carriage moves swiftly, hinting at her urgency to reach a special destination. Through carefully selected shots, viewers are guided to recognize iconic Parisian landmarks, subtly leading them toward the showroom's location.
The entire commercial is filmed in black and white to enhance the allure, with the young woman dressed in striking blue—reflecting the brand’s signature color. Her movement, combined with the city’s charm, creates a sense of mystery, sophistication, and allure.
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