The 2024 winter season promises to be unlike any other… The magic of the holiday preparations gets a twist of British wit, thanks to an exciting and original collaboration between Diptyque Paris and contemporary artist Lucy Sparrow. Known for her captivating felt creations, Lucy Sparrow has crafted a series of charming characters for Diptyque that playfully reinterpret classic festive symbols—trees, gingerbread men, candy canes—transforming them from mere objects into the instigators of the festive preparations themselves. Winter's magic is here more arty than ever, as the campaign unfolds in a miniature world where each element is sculpted in felt, blending art, craftsmanship, luxury, and humor into a delightful whirlwind.
The challenge was to break away from traditional festive "hero movies" by blending Lucy Sparrow’s universe with Diptyque's quirky style, using short, dynamic videos to fit in social media codes, surprise and capture attention. The result? Five video capsules, each focusing on different product categories (fragrances, limited-edition Holiday candles, white candles, etc.), which conveys the joyful frenzy of holiday preparations. These capsules come together as a mashup, forming the trailer for the campaign.
To bring this concept to life, we collaborated with stop-motion director Alice Kunisue. Each capsule immerses viewers in a specific moment of the preparations, where inanimate objects come to life: golden thread stitched into felt, creating a dreamlike landscape; carousel candles spun beneath the enchanted gaze of felt pine trees characters…
The still images of the campaign, like the videos, strike a perfect balance between sophistication and humor, bright colors and soft textures. The key visual is a giant felt pine tree adorned with felt Diptyque candles as ornaments, while a sea of real candles spreads across the floor—a Holiday celebration moment defined by generosity.
