Following Art Basel 2017, luxury skincare brand La Prairie debuts a brand new two-minute short entitled The Quest for Timeless Beauty. Developed by the brand’s creative directors David Naouri and Gilles Esteve, the film presents a sweeping cinematic journey across the wilderness of Switzerland (replete with Alpine tundras and glaciers) that is interspersed with studio footage of smoke billowing test tubes and women submerged in caviar—a nod to the brands heritage in Swiss technology and innovation.
Accompanied by a voiceover of Somali-American artist Ladan Osman’s spoken word poetry, these seemingly disparate elements combine to create a thought-provoking exercise in beauty filmmaking. “The film is decidedly different from a typical brand film, which was a deliberate choice,” La Prairie’s Chief Marketing Officer, Greg Prodromides, shares, “We are an audacious brand, one with an intrinsic link to art, so we chose to tell our story in a unique way—one that transcends time, just as our brand does.”
“Our quest for timeless beauty is our heritage, but it is also our future,” Prodromides continues, “The images, the colour palette, music, narration, editing—all of these elements come together to express the timelessness of La Prairie through the prism of art.”