This campaign begins a new chapter for Moëhr, the historic fragrance house originally founded in 1881 at the Grand Hôtel de Monte-Carlo by perfumer Nestor Moëhr, being revived now by brothers, Vincent and Nicolas Poylo.

The campaign film is a departure from the usual fragrance advertising. It’s a fresh take on classic fragrance advertising for a fresh take on a classic fragrance brand.

Carry the Heritage was shot in Monaco and directed by Jasper Cable-Alexander from DROOL Productions. It introduces the Moëhr universe through a colourful, theatrical, and mischievous short film. The film stars Lilou Ruel, world champion free-runner, whose recent appearance in the Paris 2024 Olympic Games opening ceremony brought her to international attention. She is joined by a cameo from Mauro Colagreco, the three-Michelin-starred chef and leading figure in haute gastronomy.

The narrative follows a bellhop at an imagined Grand Hôtel de Monte-Carlo, given the task of delivering a fragrance to hotel guests. What begins as a composed act of service quickly transforms into a dynamic and unexpected journey, as the bellhop reveals herself to be a fearless stuntwoman. The film blends elements of delivery, chase, and physical comedy with subtle nods to silent film traditions, capturing a tone that is both elegant and playfully irreverent.

Vincent Poylo, founder, Moëhr, stated, “Moëhr blends a subtly burlesque spirit with the elegance of historic hospitality, shaped by our upbringing in a hotel. That perspective guides a refined yet playful approach to creating short, collectible fragrances inspired by the house’s original mission. We bring our imagined Grand Hôtel to life through a cinematic visual language drawing on architecture, gastronomy, and a whimsical mix of vibrant colours and characters. At its core, Moëhr is about playful storytelling and unexpected collaborations with artists and athletes, creating rich, detail-driven content rooted in genuine creative relationships.”

Jasper Cable-Alexander, director, DROOL Productions, added,“It was so much fun to create this concept with Moehr, from the start they wanted to give the film a light hearted playful tone and I could build their new visual world, which is what I love doing most. What starts out as a simple task turns into this little chase, kind of funny, a bit strange. Like those old silent pictures where everything’s moving but nobody’s explaining anything, I love that balance where something can be playful and strange at the same time, without ever needing to explain itself, and you end up with a nice feeling at the end of watching it.”

Credits:
Production Company: DROOL
Director: Jasper Cable-Alexander
EP & Co-founder: Genevieve Sheppard
Co-founder: Freddie Powell 
Producer: Zara Trott
Director of Photography: Charlie Knight

Client: Moëhr 
Founders: Vincent Poylo & Nicolas Poylo
Campaign Team: Lorenz Georgi, Bianca Ostini &Alessandro Bini

Editing: Marshall Street Editors 
Editor: Becca Spaven 
Socials Editor & Edit Assistant: Owen Fitzpatrick
Offline Producer: Lola Cookman

Grade: Selected Works
Colourist: Nielsen Bohl
Colour Producer: Hannah George 
VFX Artist: ACE @ 
Post-Production: Harbor

Sound Design & Mix: Tom Keats
Audio Producer: Phoebe Baltazar