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Confetti Showers to an Electro-Swing Beat in Colourful Spot for Jewellery Brand Les Georgettes

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Matvey Fiks directs Et Vous, Etes-Vous Une Georgette? spot through Birth Paris and Marystone

Confetti Showers to an Electro-Swing Beat in Colourful Spot for Jewellery Brand Les Georgettes

Confetti showers, an electro-swing score and exuberant choreography characterise the colourful new campaign for leading French jewellery brand Les Georgettes. 

The first film for Birth Paris’s newly signed director Matvey Fiks, the spot Et Vous, Etes-Vous Une Georgette? (And you, are you a Georgette?) was created by Marystone agency, Paris.

Matvey added extra excitement and spontaneity by shooting the entire film in reverse. As the camera tracks its heroine through the streets of New York, she passes other young women dancing with contagious carefree energy as she returns to her apartment. The final frames are in fact the beginning of her day: selecting one of Les Georgette’s iconic cuff bracelets. This is the origin of such euphoria which set off the joyful sequence. 

Les Georgettes was created in 2015 by France’s number one jewellery creator, Maison Altesse and counts France’s First Lady Brigitte Macron as a client. The brand’s fans are so loyal they call themselves Les Georgettes, and have created their own Facebook page.

The film celebrates this liberating spirit. “The rewind effect is the essence of the film,” Fiks says. “Confetti rises to the sky, the Georgettes dance and move in reverse and we are drawn back to the origin. The Georgettes cuff bracelets give the heroines a super power: incredible confidence and endless possibilities.” 

The choreography by London dance artist Simon Donnellon was designed to work perfectly in reverse with the women always facing the camera, and movements always looking fluid and elegant. 

As the client explains, sisters are doing it for themselves. “It’s a rallying call from Les Georgettes to encourage the natural support women give each other,” Céline Guillermet, the brand's marketing and artistic director, says. ”This is a first for Les Georgettes, we want to assert our values ​​and our vision of a resolutely positive feminism."

For French women in 2021 - at the very least for les Georgettes - the message is clear: it’s all about joie de vivre and endless Liberté, Creativité, Sororité. 

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BiRTH

Director : Matvey Fiks

Executive Producer : Hugo Legrand Nathan

Line Producer : Iman Delimi

Assistant Producer : Pauline Legrand

Cinematographer : Michael Altskan

Art Director : Olivia Piccolo

Choreographer : Simon Donnellon

Wardrobe Stylist : Sergei Yordanov

Make-up : Gergana Batanova

Hair : Bilyana Borisova

Casting : Teodora Duparinova

Editor : Sabina Hristova

Post Production : Morgan Mirza

MARYSTONE

Founder : Marie-Pierre Benitah

Creative Director : Pierrette Diaz

Account Director : Marjory Law

Producer : Valerie Judek

Genres: Choreography

Categories: Accessories, Clothing and Fashion

Birth UK, Wed, 05 May 2021 16:51:52 GMT