Fashion ads can be so dull. This one is absolutely fascinating. Production company 100% (formerly known as HALAL) and Montblanc have created a magnificently crafted animation, directed by French-Japanese director, Alice Kunisque – a magical, ever-evolving world captured with beautiful cinematography.  

The campaign’s hero film takes the viewer inside a budding writer’s imagination as his worlds become reality. Paper balls turn into snowballs, skiing posters come alive, snow falls while he writes at his desk.

The collaboration between Montblanc and 100% was sparked by Solomon Winter, Hamburg art production team specialising in art buying services, casting and art production. The campaign concept was created under the direction of Montblanc artistic director, Marco Tomasetta, and styling was done by Paolo Turina. 

The campaign was developed and produced at 100% by Alice Kunisueand art director, Lorena Bolta. The film’s masterful cinematography is by Martijn Melis. Stills are by Nicolas Valois.

Kunisue stated, “Filming this Christmas story with Montblanc and the team at 100% film was extra smooth, it felt like skiing inside a warm, fluffy blanket. Surrounded by wood and warmth, with a Montblanc pen bringing ideas to life. It was the pinnacle of coziness.”

The production was supported by Icon Films in Romania, and the creative vision realised by production designer, Serban Porupca. Post-production is by Storm, music and sound design by Magma.

Gijs Determeijer, partner at 100%, commented, “When Montblanc reached out, I was instantly excited—my grandfather had passed down his Montblanc pen, so this felt special. I won’t lie – knowing Wes Anderson directed the previous campaign film made us nervous, but Alice Kunisué, our brilliant director, brought her own vision and nailed it. Showcasing so many products while telling a heartfelt story wasn’t easy, but I think we pulled it off. The sets, built in Romania by the team behind Wednesday, were also incredible. Overall, an amazing experience.”