L’AZURDE NUIT BLANCHE
ASTUDIO produced L’azurde Nuit Blanche as a jewellery film built around snow, candlelight, macro detail and a Rolls Royce journey through Tbilisi, Georgia. The work sits inside ASTUDIO’s jewellery and watch portfolio with BVLGARI Jannah, Piaget Ramadan, Cartier, Azza Fahmy Real Love and Elie Saab timepieces.
L’AZURDE NUIT BLANCHE
ASTUDIO produced L’azurde Nuit Blanche as a jewellery film built around snow, candlelight, macro detail and a Rolls Royce journey through Tbilisi, Georgia. The work sits inside ASTUDIO’s jewellery and watch portfolio with BVLGARI Jannah, Piaget Ramadan, Cartier, Azza Fahmy Real Love and Elie Saab timepieces.
PRODUCTION
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Since 1980, L’azurde has grown into the largest gold and jewellery designer, manufacturer and distributor in the Gulf, as well as one of the largest jewellery manufacturers in the world. ASTUDIO shaped Nuit Blanche as a production case study for a regional jewellery audience.
What was the L’azurde Nuit Blanche brief?
L’azurde needed ASTUDIO to create an aspirational one-minute New Year video that highlighted the brand’s jewellery and sent wishes and blessings to its online following. The film also had to create emotional moments around the charm and sentimentality of the season. Because winter immediately suggested snow, ASTUDIO set the story in a fairy-tale-like winter wonderland and treated it as strategic jewellery marketing for a luxury brand.
Conceptualisation / Art Direction / Brand Messaging / Content Production / Content Creativity / Creative Direction / Editing / Sound Design / Casting /
OUR APPROACH
Appropriately titled ‘Nuit Blanche’, ASTUDIO created utopian scenes around falling snow at night, an enchanted cabin in the woods, a table with crystal glasses and sparkling jewels, and fire lights across a pure white snowscape. The cinematography connected New Year joy, excitement and magic with the luxury of the L’azurde brand. That jewellery and watch depth also includes work for BVLGARI Jannah, Piaget Ramadan, Cartier, Azza Fahmy Real Love and Elie Saab timepieces.


DIRECTOR’S NOTES
The director’s note shows the production load behind the film: cold-weather logistics, macro jewellery photography, drone footage, vehicle rigging and practical fire in snow. ASTUDIO’s jewellery photography and campaign photography teams had to support the same story. “I really wanted to capture the pristine coldness of the snow for “Nuit Blanche”, so we shot for 18 hours straight in the flawless but freezing cold landscape of Tbilisi, Georgia. However, the extreme cold did not stop our Production team from pulling off this ambitious production. From capturing beautiful macro shot details of the jewellery and the breath-taking cinematic drone shots of the Georgia mountain scenery, to rigging the camera onto the Rolls Royce and lighting fire flakes in the snow, we went out of our way to make every shot in the film truly remarkable.”
THE RESULT
The film was one of the brand’s most successful campaigns for 2018. It garnered over 1M views on Facebook and more than 300,000 views on YouTube. Explore more production case studies, country hubs for Saudi Arabia, Qatar and Kuwait, or contact ASTUDIO to brief a jewellery film.
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