Kenzo World: My Mutant Brain

Framework advised Kenzo’s creative directors Carol Lim and Humberto Leon on the conception of an irreverent and unique campaign for the house’s new fragrance.

The film for Kenzo World took the fragrance industry by storm. Directed by Spike Jonze, it was a visually arresting spectacle that disrupted the longstanding conventions of fragrance commercials. With over 10 million views and counting, the campaign became a viral sensation and a highly effective free press generator. It was named one of AdWeek’s 10 Best Ads of 2016, and won both the Epica Film Grand Prix and Titanium Cannes Lion awards.

Framework’s strategic and creative involvement spanned the gamut from concept to launch, and included the securing of director Spike Jonze, a concept briefing for the development of Spike’s treatment, casting, and on-set art direction for the campaign’s still assets.