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Immerse yourself in sun-soaked days, refreshing breezes, and gaze at the endless horizon of the sea – the essential ingredients for a perfect summer dreamscape. Step into the soul of Los Angeles, where the city’s iconic landscapes are reimagined through the lens of Louis Vuitton’s signature perfumes.

The BLVD fragrances are the result of an inspiring collaboration between contemporary multimedia artist Alex Israel and Master Perfumer Jacques Cavallier Belletrud. Together, they capture California’s distinctive moods through their evocative scents.

The campaign, brought to life with artwork by Annie Choi, animation by Device, and produced by BOL, unfolds through five ethereal animations. Each piece creates a dreamlike atmosphere, highlighting California’s iconic landscapes with a carefully curated aesthetic.

Annie Choi’s surreal universe was the perfect match due to her ability to weave an ethereal atmosphere. Her visual storytelling and aesthetics mirror the emotions and sensations that a fragrance evokes. By adopting a style that is quite realistic yet incorporates elements of stylization and abstraction, we achieved a subtle and refined feel, setting the right tone for the campaign.

The music and sound design elevate the visual experience, amplifying the mood of each piece. The soundscape is meticulously synchronised with the visual transitions, layering in another dimension of enchantment and sophistication.

All these ingredients combine to create a uniquely magical journey – one that will leave you captivated and forever “California Dreamin'”.