MAISON COURVOISIER RELAUNCH
BRAND & SERVE FILM SERIES
We created the script, the storyline and an arresting visual style for two short films to communicate Courvoisier’s Brand history and Serve future in an exciting, approachable and engaging way. Working with our brilliant production partners, Not to Scale, and the talented Directors Alasdair Brotherston and Jock Mooney, the films were brought to life.
Script | Visual Storytelling | Treatment Style | Design | Production Management | Film | Social Assets
THE CHALLENGE
With a rich 200+ year history and a vast archive, the challenge was to capture the story of Maison Courvoisier in an elevated and visually compelling way, while remaining true to the brand DNA.
With education a core goal, defining six key messages that could be used to communicate Courvoisier’s story in the Brand film was central to the relaunch, as was educating consumers on the brand’s new daytime occasion and signature Serve potential.
THE INSIGHT
Courvoisier spotted an opportunity to reappraise and expand cognac, an often dark and status-driven category with limited occasionability.
By challenging current conventions with its joie de vivre positioning and a new, lighter and brighter brand world, Courvoisier’s ambition was to reposition itself as a global icon of luxury, establishing and owning new occasions and connecting to culturally relevant moments by targeting lunch and brunch.
DEVELOPING A GRAPHIC STYLE FOR FILM
THE APPROACH
Working closely with Courvoisier’s archivist, we created two scripts, ensuring the relevant historical facts were integrated effortlessly through engaging storytelling with a generous dash of education.
A visual treatment using a mixture of archive and modern photography was developed into a bold graphic aesthetic that expands on the current brand guidelines and starts to build a visual lexicon to communicate Courvoisier’s joie de vivre.
Partnering with Not to Scale on the production, Wonderworks worked with Directors Alasdair Brotherston and Jock Mooney to animate the visual brand world using collage and stop motion. Mining Courvoisier’s wealth of archive material, the films draw a direct line between the origins of the maison and cognac drinking in modern times.
THE WONDER
Central to the brand relaunch, and used by Courvoisier’s global markets to inform key stakeholders and consumers, the Brand and Serve films played an integral role in Courvoisier’s new positioning and education strategy. Social edits of both films were also developed to be used in paid and organic media across Courvoisier’s channels.
Remaining true to the brand’s heritage while being forward thinking in look and feel, the films spoke directly to a contemporary audience, enhancing the perception of Courvoisier as a global icon of luxury.
SCRIPT + KEY FRAME STORYBOARDING
