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 Valentine's Day

Birks Valentine’s Day 2019 (Maison Birks) — Creative direction,. art direction and design of advertising campaign and window display of the Canadian jewellery luxury brand (still life photography, visual merchandising)

 

Birks Valentine’s Day

Birks Group

From building oversized candy props to post-production design, I produced a super-sweet V-Day campaign (in a super- tight turnaround) that talks to all Birks consumers—whether single or in a relationship—to promote their seasonal jewellery offering.

 
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
 
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
 
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
 
 

EYE CANDY
For this campaign, my goal was to create a flexible and ultra-efficient concept that can serve as a storytelling backdrop to the jewellery. I like to bring a modern twist to clichés and immediately thought of updating the old-school heart candies with fun love-themed statements.

From online dating to self-love, the copywriter and I came up with a series that resonates with the “affordable luxury” target consumer of this product offering.

 
 
 
Concept sketch for photography and store windows

Concept sketch for photography and store windows

 
 
 

(NOT) READY FOR YOUR CLOSE UP
I wanted to have the heart candies shown large in the visuals, but I knew that photographing them up close would be a disaster. Up close, the candies actually look more like chalky blobs rather than hearts. Nope, they can’t appear in my campaign like this. Not under my watch.

 
 
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THE SHAPE OF THINGS
After hours of research, I found the perfect heart-shaped boxes to mimic the candies. I bought a few and painted them with chalkboard paint to get the ultra-matte, candy finish just right. Then for the taglines, I created a system in post-production that turns standard typography into Birks Blue-printed ink.

 
 
 
Making the oversized heart candies, in my kitchen.

Making the oversized heart candies, in my kitchen.

 
 
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Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
Conceptual Valentine’s Day advertising campaign for jewellery brand Birks (2019) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto. Jewellery and candy still life photography.
 
 

SPREAD THE LOVE
This concept was then deployed in store windows, displaying the jewellery in a more spontaneous and engaging way—directly on props, rather than on traditional fitments. I also proposed including candy hearts in the influencer campaign, by gluing them one-by-one in Birks boxes they all received—closing the campaign loop of advertising, in-store and social media. Sweet.

 
 
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Contributors: Bobby Box, Cristina Lopez Espeso, Jessica Bertot, Vadim Chiline (EpicMind Studio)