Laura Marciano has directed the social campaign for Jean Paul Gaultier’s latest fragrance, Scandal. The French filmmaker and rising star has captured the provocatively sensual and unapologetic DNA of the Jean-Paul Gaultier brand, blending it into her own distinctive aesthetic which has developed from her foundations as a stylist.
Marciano’s passion for and deep understanding of the fashion industry revisits the Jean Paul Gaultier brand in a contemporary setting while also paying homage to its heritage. A famous Parisian venue, Le Palace; Imaan Hammam, the glamorous and elegant Moroccan-Egyptian-Dutch face of Jean Paul Gaultier since 2021; and Parker Van Noord, the Dutch model representing a new generation of men and a new form of masculinity, come together in a film that understands the exuberance and extravagance of the brand.
“I wanted to be joyful, extravagant and scandalous. All through the night our lens lingered on some iconic moments shared by our duo, Imaan and Parker. It’s the party we all dream of, it’s elegant but wild – elevated by the punchy Run DCM’s beat It’s Like That,” Marciano stated.
“It was fun for me to think, to shoot and to edit. I took a lot of pleasure in working with all the talents we cast, their energy was easy to capture. We could feel this ongoing energy throughout the day. It was also the first time I worked with Antoine Cormier, who enhanced our imagery. We had a great synergy and he really knew how to translate the needs and directions I had in mind. I hope it makes your heads move when you watch it.”
Publicist and festival strategist, Niccolo Montanari, interviewed Laura Marciano for The Stable, exploring how and why she has come to be one of fashion advertising’s newest directing darlings.
Since 2018, Marciano has directed videos for the fashion brand, Maison Michel, editorial pieces for L’Officiel, a documentary series for YSL Beauty. In 2019, she received a nomination for Best Fashion Film at Fashion Film Festival Milano for her work for designer Eric Schlosberg. In 2022, she directed a campaign film for the LA brand, Miaou, and worked for Kitsune, Off-White and Jean-Paul Gaultier.
Niccolo Montanari: From full-time stylist to film director. Tell us about the steps that led you on this path.
Laura Marciano: I began as a stylist assistant in NY, then I ran a fashion brand and store in the Marais, Paris. I started by making a lot of videos for my brand – this is at a time when fashion videos were definitely not a thing. I studied fashion and it has definitely been a major influence in my work. I always had a passion to tell and create stories, I just didn’t think I could see myself as a director. Priscilla Royer, art director of Maison Michel gave me the opportunity to express myself after an idea I pitched to her. And that’s how it all began. I just threw myself in it and I knew I was exactly where I should be. From the writing process to the shoot with the whole team interactions until the edit and the final delivery, I enjoy every step.
NM: How did the collaboration with Jean Paul Gaultier come about?
LM: One of my producers, Fanny Fragu, at Henry, came with this project and the client brief. I was super excited. I tried and I got it. My first perfume campaign – I couldn’t be happier because it is a brand that I respect a lot and admire.
NM: Tell us about your creative process: what was the brief like and how did you interpret it? How much creative freedom did you have?
LM: The decadence is for me a synonym of Scandal. I wanted to create a party atmosphere where Jean Paul Gaultier could have been going dancing himself. I grew up with a grandmother who loved Jean Paul Gaultier’s work, so I guess the persona itself was the main inspiration for me on this project. I have to say that I was particularly lucky with the Jean Paul Gaultier team. They were extremely trusting and I feel we were all looking in the same direction.
NM: We loved the styling. What was it like working with stylist, Georgia Pendlebury?
LM: That was my first time with her but I’ve respected her work for some time. I love Georgia’s work and aesthetic so I was thrilled to have her on board.
NM: It was the first time you worked with DP, Antoine Cormier: how did you make sure he understood what you were trying to achieve?
LM: I really wanted to work with Antoine, whom I admire a lot. Henry’s team and I thought it was the perfect project to bring us together. I feel we really understood each other and had a similar work pace and energy. He managed to translate my vision into reality and advise me with his ingenuity. I hope there will be a lot more.
NM: What are you working on next?
LM: I am leaving tomorrow for Los Angeles to shoot a TV commercial for the brand Starface. Looking forward to it!
Credits
Produced by: HENRY
Director: Laura Marciano
Producer: Fanny Fragu
DOP: Antoine Cormier
Photographer: Axel Aurejac
Client: Puig
Digital Marketing & Brand Content Director: Johanna Najar
Brand Content Manager: Tamara Friz
Brand Content Executive: Jorge Trigo Ruiz
Line Producer: Ségolène Vial
Production Coordinator: Léa Depienne
1st AD: Léo Belaisch
2nd AD: Auréliane Bonnefoy
Focus Puller: Pierre Giraud
2nd Camera Assistant: Barbara Navarro
Steadicam: Adam Gulbol
Photographer Assistant: Erwan Petersen
Gaffer: Hugo Brossard
Electricians: Hubert Eudeline, Louis Jamaux, Axell Katomba
Spark : Arthur Langlois
Digitech: Pedro Teles
Grips: Laurent Dray, Maxime Toublant, Lucille Leroy
Unit Manager: Geraldine Note
2nd Unit Manager: Pamela Stein
Editor : Ariane Kajdan
Colourist : Arthur Paux
Post-production Manager: Sebastien Gros
Post-production Company: McMurphy
Set Designer Film: Lucie Libotte
Set Design film Assistants: Delphine Tilliard, Thibaut Morisset, Théo Franceskinj
Set Design Photography: Victoria Salomoni
Set Design Photography Assistant: Emma Culla
Stylist: Georgia Pendlebury
Stylist Assistants: Georgia Toscani, Michiel Heemskerk
Hair Stylist: Yann Turchi
Hair Stylist Assistants: Mills Mouchopeda, Cloé Hobi, Lucile Bertrand
Makeup Artist: Min Kim
Makeup Assistants: Beatrice Han Ching, Alice Gabbi
Nail Artist: Julie Villanova
