Sid Lee Paris Makes the Cover with Playboy Fragrances

Cristina Blanaru Ads, Creativity

For decades, Playboy has been one of the world’s most recognized magazines; now together with Sid Lee Paris and Designer Parfums, Playboy Fragrances is launching two brand new fragrances, Make the Cover for Him and for Her that bring their legendary style, charisma and enduring legacy to life. The all-new fragrances are a homage to the brand’s iconic past while also building a connection with the younger generation. It is about embracing all types of beauty and showing that anyone can ‘Make the Cover’ not just the traditional archetypes, all it takes is confidence and self-esteem.

The brand’s future is built on its legendary past, while also embracing this new modern attitude. To help bring this global campaign to life Sid Lee Paris worked with British director and photographer Nadia Lee Cohen, who has worked on music video clips for A$AP Rocky and Kali Uchis, to deliver a 1-min film and several print images. Her creations showcase the legacy of the Playboy brand while highlighting the new attitude, style and inclusiveness of Make the Cover fragrances.

Shot in LA, Cohen brings her signature style to the film, giving it a retro feel, while the spot’s diverse cast illustrates inhibition, seduction, rebellion, and exploration that drive self-expression. Primarily featuring non-actors and personalities from a wide-range of industries such as Richie Shazam, Erik Bragg, Sara Cummings and Victoria Jancke, the film delivers an authentic feeling, free from conventions that shows off a diverse group, all united by the attitude it takes to ‘Make the Cover’.

Credits:

Campaign: Playboy Make the Cover

Territories: Worldwide, Key launches: Germany (August 2020) / UK (October 7th, 2020) /USA (March 2021)

Client

  • Brand: Designer Parfums (Playboy Fragrances Licensee)
  • Joint Managing Director, Designer Parfums: Arkesh Shah
  • Global Head Marketing Communications (formerly): Pascale Fontaine

Agency

Sid Lee Paris

  • President: Johan Delpuech
  • Chief Creative Officer, Europe: Sylvain Thirache
  • Creative Director: Stephane Soussan
  • Art Director: Ludovic Gontrand
  • Copywriter: Aurore Cremmydas
  • Strategy Managing Director: Bruno Lee
  • Strategist: Amboise Soule
  • Group Account Director: Jessica Ferris
  • Account Manager: Trisha Mitra
  • Head of Production: Thomas Laget
  • Producer: Marine Redon
  • Operations Director: Antoine Ferrari

Production

Production: Solab
Producer: Nicolas Tiry
Line Producer: Amine Ketem
Local production service: Dmb represents

Director & Photographer: Nadia Lee Cohen
DOP: Arnau Valls Colomer
Stylist: Chloe and Chenelle
Production Design: Brittany Porter
Hairdresser: Sami Knight
Behind the scene: Frank PfeiferPost Production: Mathematics
Post Producer: Julie Lagadec
Post Producer: Raimbaut Gaffier
Editor: Adriana Legay
Colorist: Mathieu Caplanne