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 Spring 2019

Birks Spring 2019 (Maison Birks) — Creative direction, art direction and design of advertising campaign of the Birks Bee Chic Collection of Canadian jewellery luxury brand (on-figure photography and still life photography)

 

Birks—Spring 2019

Group Birks

For the campaign that launched Birks’ new Bee Chic collection, I imagined and produced a fantasy world where Birks H.Q. is a giant blue hive, jewellery boxes are transformed into bees, and honey is pure gold.

Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
 

BUZZ BUZZ BIRKS
The campaign presents the new Birks Bee Chic collection in a whimsical fantasy setting: the jewellery is produced in a hive by the energetic Birks Blue Box Bees, who buzz around all day in their sunny world. From sketching concepts and making mood boards, to sourcing photographers and prop stylists, and then animating the final assets, I orchestrated the full series to truly make a silly idea come to life!

 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
 
 
 

WHAT’S MY LINE
For the campaign tagline (“Oh, Honey! It’s Bee Chic Season”), getting the right attitude and tone was very important to me. I wanted something light, fun, and cheeky without being too cute. The inspiration? Let’s just say that Rupaul’s Drag Race always has the best puns.

 
 
 
The tagline for the campaign

The tagline for the campaign

 
 
Jinkx Monsoon from Rupaul’s Drag Race: the unofficial muse for the campaign tagline

Jinkx Monsoon from Rupaul’s Drag Race: the unofficial muse for the campaign tagline

 
 

The campaign brief asked to show the jewellery very up-close and be easily adaptable to all platforms, from highway billboards all the way down to sponsored Instagram posts. To achieve this flexibility, I created a toolbox of bee-inspired modular elements:

BIRKS HIVE
The Bee Chic HQ—a glossy and vibrant (3D printed!) blue hive where the collection’s pieces are magically produced.

BLUE BOX BEES
The iconic Birks Blue Boxes are transformed into bees, wings and all! it’s always fun to take classic brand iconography and play with its proportions.

GOLDEN HONEY DROPS
Honey is an appetizing texture and complements the Birks blue. On set, it took 14 different brands of honey to find the perfect photo-ready drops!

 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
 
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PLAN BEE
The initial merged both models and props in the same images. Different composition were storyboarded, including the Flower Fingers and Hive Head. Unfortunately for logistic reason, we had to split the assets into two types: product still life photography and on-figure shots.

 
 
The initial concepts of Birks Bee Chic Collection campaign combined the models and props. The concept was later broken into two production: product still life photography and on-figure shots.

The initial concepts of Birks Bee Chic Collection campaign combined the models and props. The concept was later broken into two production: product still life photography and on-figure shots.

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MODEL BEHAVIOUR
In order to take the campaign from fantasy to fashion, I asked Montreal-based photographer duo Leda & St.Jacques to shoot an accompanying editorial-style series to show the collection on a model IRL. With fresh lighting, confident poses, effortless hair/makeup and minimalist styling, we brought Birks into the 21st century with relevant (yet timeless) images.

 
 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 

For one of the shots, we recreated Irving Penn’s iconic 1995 Bee on Lips photograph for Vogue. I love bringing a new spin to old classics.

 
 
 
The iconic bee photography by Irving Penn (left) inspired many work including  Interview  Russia February 2012 cover with Lana Del Rey shot by Sean & Seng (right), and Birks Spring 2019 Campaign shot by Leda & St.Jacques and directed by Guillaume Brière (below)

The iconic bee photography by Irving Penn (left) inspired many work including Interview Russia February 2012 cover with Lana Del Rey shot by Sean & Seng (right), and Birks Spring 2019 Campaign shot by Leda & St.Jacques and directed by Guillaume Brière (below)

 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
 

PAINTING THE TOWN BIRKS
Many assets needed to be produced for this launch, including PR invites, a launch teaser, out-of-home, paid digital advertising and in-store animation.

 
 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
Birks_Spring19Campaign_StoreMockup.jpg
 
 
Conceptual advertising campaign for jewellery brand Birks (Bee Chic Collection) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. On-model and still life photography.
 
 
Concept sketch for in-store animation

Concept sketch for in-store animation

 
 
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Contributors: André Doyon, Anne Fillion, Cristina Lopez Espeso, Leda & St.Jacques, Leslie-Ann Thompson, Melinda Bishara, Nadia Fancelli, Rodeo Production, Sarah Bruneau, Thomas José Henri,