Juicy Couture Spec Ad

CREATIVE DIRECTOR • FASHION STYLIST

Overview

What happens when high fashion meets existential absurdity? In this Juicy Couture spec commercial back in 2013, I reimagined luxury, rebellion, and desire in a world where the only thing left to fight for is the last bottle of Viva La Juicy Noir. Set in a post-apocalyptic spaceship, this film transforms the brand’s signature opulence into a surreal, high-stakes narrative of glamour and survival.

As Creative Director, I led every aspect of this project—from concept development, art direction, set and costume design, to production and post-production. Managing a team of 50 creatives, including cinematographers, actors, stylists, makeup artists, and set designers, I orchestrated a fashion-driven spectacle that merged storytelling with high-impact visuals.

The biggest challenge? Bringing a decayed, futuristic world to life while staying true to Juicy Couture’s brand DNA. That meant everything from scouting antique chandeliers in abandoned warehouses to crafting a human-sized birdcage adorned with flowers—all to create a lavish dystopian dreamscape.

The Brand & Concept: A New Take on Juicy Couture

Juicy Couture is known for glamour, excess, and playful rebellion—but what if that energy was placed in a world on the edge of existence? Inspired by the bold, sultry character of Viva La Juicy Noir Eau de Parfum, I designed a concept that reflected the brand’s fearless spirit in an entirely new way.

Viva La Juicy Noir embodies a woman who is dangerous in a good way—she wears smoky eyes, rouge lips, and takes bold risks with unforgettable rewards. That essence became the foundation of my film: luxury, temptation, and desire—taken to the extreme in a world where there is only one bottle left.

Why Juicy Noir? Simply put, I was obsessed with the brand. The perfume sat on my desk as I brainstormed ideas, and it felt like fate—this was the perfect symbol of exclusivity and obsession for my dystopian fashion world.

Creative Direction & Production: A Mini-Film With Maximum Impact

Visually, the project was heavily inspired by existentialism and surrealism, blending high fashion aesthetics with a decayed, futuristic setting. At the time, I was deeply influenced by Sia’s "Chandelier"—its raw emotion, expressive movement, and underlying themes of chaos and beauty.

The narrative follows a group of young survivors aboard a spaceship, throwing a decadent costume party using whatever remnants of Earth they can find—old pianos, chains, circus balls, antique wigs. The film opens with an intense battle between two girls, their supporters cheering as they fight for the ultimate prize: a single bottle of Juicy Couture’s Viva La Juicy Noir. The message? Juicy Couture is the most coveted luxury—so rare, so iconic, that it becomes the last treasure worth fighting for.

As the Creative Director and Producer, I oversaw every element of execution:

• Character & Costume Design: A mix of vintage, circus, underground, and military aesthetics, each look meticulously curated through mood boards, sketches, and material sourcing.

• Set Design & Prop Curation: Sourcing an antique piano, building a custom circus stand, constructing a life-size birdcage, and repurposing industrial elements to bring the world to life.

• Art Direction & Cinematic Styling: Balancing Juicy Couture’s signature bold colors and luxurious feel with a raw, gritty post-apocalyptic setting.

• Team Leadership & Production Execution: Managing a 50-person crew, ensuring every detail—from makeup to cinematography—aligned with the brand vision.

The Experience: Directing a Fashion-Driven Narrative

As Art Director and Editor, seeing the characters come alive on set was a surreal experience. The actors fully embodied their roles, and with a talented crew, the energy on set felt electric. Juicy Couture’s DNA—bold, rebellious, effortlessly glamorous—was woven into every scene.

Post-production was equally rewarding. Working with Red Camera footage, I edited the film using Final Cut Pro and After Effects, refining the visual storytelling to heighten emotion, movement, and suspense.

Key Insights

More than just a spec commercial, this project was a statement on branding, storytelling, and the power of visual language. It challenged the traditional glossy, playful Juicy Couture aesthetic, instead presenting luxury as a rare, coveted object in a surreal, high-fashion dystopia.

This experience reinforced what I love most about creative direction—bringing big, unconventional ideas to life, uniting teams around a bold vision, and crafting visual narratives that captivate, surprise, and leave a lasting impact.