Guillaume Brière
Montréal/Toronto-based Artist and Creative Director with a decade of experience in the luxury and lifestyle category
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Birks Fall 2019

Birks Fall 2019 (Maison Birks) — Creative direction, art direction and design of advertising campaign of the Birks Iconic Necklaces / 140th Anniversary of Canadian jewellery luxury brand (conceptual, still life and editorial photography)

 

Birks Fall 2019

Birks Group

 

For the launch of Birks’ Iconic neckwear line, I imagined and produced a campaign that pays homage to Birks’ brand codes and disrupts how its 140-year-long celebration story is told.

 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
 

The mandate of Birks’ Fall 2019 campaign was to cover two iconic events: the launch of the new Iconic neckwear line, which celebrates creativity and individuality through layering, as well as the brand’s 140th anniversary. To achieve this, I produced three series that tell one narrative through different approaches: conceptual, still life, and editorial photography.


#1. CONCEPTUAL PORTRAIT SERIES: THE BIRKS MUSE
I fearlessly took a sophisticated yet whimsical approach to a series of artistic portraits by literally bringing the Birks Blue Box to life. I created the utopic Birks muse: a modern day jewellery box ballerina with a bit of an edge. This personage evokes the Birks spirit: the tension where tradition meets modernity, luxury meets creativity and formal meets cool.

Photographed by Montreal-based duo Leda & St.Jacques, we strategically opted for minimal styling to give the model an empowered, Serge Lutens-esque silhouette and to make the Iconic pieces pop over a black catsuit. Lighting, hair, and makeup were also kept effortless to balance the costume-like blue box headpiece and to maintain a contemporary attitude.

 
 
Moodboard for the Birks Fall 2019 campaign by Guillaume Brière. The category is “iconic, head-to-toe”.

Moodboard for the Birks Fall 2019 campaign by Guillaume Brière. The category is “iconic, head-to-toe”.

 
 

The video for the Birks Fall 2019 campaign. Direction: Guillaume Brière and Leda St.Jacques; DOP and Editing: Leslie Woods (What’s Really Good); Music: Side by Side by Roman; Styling: Sara Bruneau; Hair and Makeup: Genevieve Lenneville; Model: Jessica (Dulcedo)

 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
 
The making of Birks Fall 2019 by Guillaume Brière: A sequence from the campaign video storyboard.

The making of Birks Fall 2019 by Guillaume Brière: A sequence from the campaign video storyboard.

 
 

I created the utopic Birks muse: a modern day jewellery box ballerina with a bit of an edge. This personage evokes the Birks spirit: the tension where tradition meets modernity, luxury meets creativity and formal meets cool.

Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
Birks Fall 2019 campaign by Guillaume Brière. The conceptual portraits were adapted to all the brand’s channels—from billboards, to in-store animation, to social media.

Birks Fall 2019 campaign by Guillaume Brière. The conceptual portraits were adapted to all the brand’s channels—from billboards, to in-store animation, to social media.

Birks Fall 2019 Campaign by Guillaume Brière: the campaign was adapted to the brand’s different channels, from billboards to store-animation and social media.
 
 
 

#2. STILL LIFE SERIES: REMIXING THE PAST
For the second approach, I wanted to continue the same storyline but also give the jewellery itself a more dramatic presence.

To achieve this, I created collages that mix the jewellery with cut-outs from the conceptual portrait series and vintage images from the Birks archive. The contrast between these elements create a beautiful contradiction that clearly illustrate what Birks is about without any words.

Finally, as a wink to the conceptual portrait series and to give the Birks heritage a friendly face, I also made miniature blue box headpieces for Henry Birks and Sons, the founding family. “Only brands with such deep history and confidence can play with their own heritage, and even have a laugh at themselves.” said Birks President and CEO, Jean-Cristophe Bedos, after I presented the concept to Birks’ Montreal HQ.

 
 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
The making of Birks’ Fall 2019 campaign by Guillaume Brière: On set with model Jessica (Dulcedo) and photographer duo Leda & St.Jacques (left). Meanwhile, live collage work also happened on set for the still life photography series (right).

The making of Birks’ Fall 2019 campaign by Guillaume Brière: On set with model Jessica (Dulcedo) and photographer duo Leda & St.Jacques (left). Meanwhile, live collage work also happened on set for the still life photography series (right).

 
 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 

“Only brands with such deep history and confidence can play with their own heritage, and even have a laugh at themselves.” said Birks President and CEO, Jean-Cristophe Bedos, after I presented the concept to Birks’ Montreal HQ.

Birks and Sons (the founding family) under Guillaume’s lens. Why so serious?

Birks and Sons (the founding family) under Guillaume’s lens. Why so serious?

 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
 

#3. EDITORIAL SERIES: 140 YEARS OF CELEBRATIONS
The third part of the campaign was an editorial series that presents the new Birks Iconic neckwear collection in a more relatable way. At the same time, it was also a way to bring past Birks Iconic pieces from the brand’s core offering (like rings and earrings) back into the spotlight. My highlight from this shoot? The Pantone 312C cake.

 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
The Birks 140th anniversary logo and signature

The Birks 140th anniversary logo and signature

 
 
 
 
Birks_Fall19Campaign_GuillaumeBrière_21
 
 
 
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
Canadian Luxury Brand Birks Fall 2019 Campaign — creative direction, art direction and design by Montreal / Toronto-based Guillaume Brière. Conceptual portrait photography by Leda St.Jacques. #luxurybrands #advertising #content #photography #concept #artdirection #creativedireciton #jewelery #branding #editorial #stilllife
 
 
Everyone can be a Birks muse — even Dolce :)

Everyone can be a Birks muse — even Dolce :)

 
 
 

Team: Cristina Lopez (Birks Group); Hélène Béliveau; Jessica (Dulcedo); Katie Reusch (Birks Group); Roman; Sara Bruneau; Geneviève Lenneville; Leda & St.Jacques; Leslie-Ann Thompson; Leslie Woods (What’s Really Good); Vadim Chiline (EpicMind Studio)