The Chanel Code Coco, a watch-meets-bracelet inspired by the clasp of the iconic Chanel 2.55 bag, starts at US$5,000 for the single diamond version and US$9,100 for the diamond-set bezel. There is also a limited-to-five-pieces edition made of white gold and totally encrusted in diamonds available for (just!?) US$956,000.
The director, who was entrusted to make this Chanel trinket desirable is The Sweet Shop’s, Youness Benali.
Benali has been making an impact with his short film, Without A Word, which he wrote and directed. It is currently on the festival circuit and has picked up awards and nominations at San Francisco Dance Film Festival, Berlin International Fashion Film Festival, Santiago Fashion Film Festival, Stockholm Stockmotion Film Festival, Canadian International Fashion Film Festival and a VOTD Award.
He was also nominated at the UK Music Video Awards for his unique treatment in the music video for True by Drums of Death, featuring Yasmin.
And he has won both a D&AD Student Award and a D&AD Young Blood Award.
Benali worked directly with the client to make the #CodeCoco film, which is filmed almost entirely in what is becoming Benali’s signature black and white.
It’s 30 seconds of mysterious and elegant seduction – which, of course, is exactly what Chanel stands for, and what the brand needs to create allure for a multi-thousand dollar watch.
Agency: Cube Collective
Creative Director: Shini Park
Producer: Paris Zarcilla
Assistant Manager: Kane Martindale
Stylist: Simon Schmidt
Editorial coordinator: Zana Wilberforce
Director, Editor, Colourist: Youness Benali
DoP: Darran Bragg
1st AD: Rowan Jacobs
2nd AC: Ollie Ma
Runner: Zana Wilberforce
Score & Composer: Benjamien Lycke