Guillaume Brière

Birks Editorial

Guillaume Brière - Creative Director - Birks Editorial - My goal when I shot editorial for Birks was to shift perception. Through styling, model casting and the overarching narrative, I developed concepts that showcased the products and presented the brand in a different light.

 

1879 Maison Birks Magazine—
Editorial

Group Birks
Agency: Bookmark Content

My goal when I shot editorial for Birks was to shift perception. Through styling, model casting and the overarching narrative, I developed concepts that showcased the products and presented the brand in a different light.

 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Fashion and Jewellery photography
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Fashion and Jewellery photography
 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Fashion and Jewellery photography
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Fashion and Jewellery photography
 
 

CAJ FAB
It's important for me to keep timeless products relevant by giving them a fresh spin. For instance, in a story featuring pearls, the last thing I wanted to do was to shoot something predictable. Presenting pearls as luxe, special occasion items has been done ad nauseam, so I shot the collection on a model wearing a simple white t-shirt and casual ponytail. 

 
 
 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Pearl - Fashion and Jewellery photography
 
 
 

TIME CAPSULE
For this watch editorial, I played with the theme of nostalgia by bringing back all the toys I was obsessed with as a child.

 
 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 
 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 
 
 

CHEAP CHIC
From Balenciaga’s IKEA bag to the Shu Uemura x Mario Bros. collection, mixing high culture with pop culture is on trend. It’s also how everyone shops, no matter their income. So when I was thinking about what to pair with a $25,000 Rolex, an inexpensive ‘80s novelty item like the Magic 8 Ball felt right.  

 
 
 
GuillaumeBriere_CreativeDirector_Birks_Magazine_Editorial_06.jpg
 
 
 

CLEAR MEMORY
Shot by Los Angeles-based fashion photographer Gabor Jurina, the idea was to have an ultra-graphic composition where the elements were pared down to the minimal: just the watches and the toys, with a human element.

 
 
 
 My concept sketch.

My concept sketch.

 
 
 
GuillaumeBriere_CreativeDirector_Birks_Magazine_Editorial_09.gif
 
 
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 Birks Editorial - Creative Direction and Art Direction by Guillaume Briere (Montreal and Toronto) - Photography by Gabor Jurina - Watches, Fashion and Jewellery photography
 

Contributors: Gabor Jurina, Hadi Mourad, Florence O. Durand, Pierce Atkinson, Steven Turpin