@jacquemus
TikTok · Cinematic Trailer
@jacquemus Guys, im very moved to introduce my new bag, named after my mother, Valérie. In this first campaign, a reflection of her spirit, always with a touch of humor and poetry. « Le Valérie » with Charlotte Le Bon Now available on jacquemus.com #Jacquemus #Motherhood #Nostalgia
Performance
Video #9169 · Cinematic Trailer
[01]
The video presents a series of cinematic vignettes depicting a woman's daily life in a Parisian apartment. She is shown arriving home tired, bringing in groceries, getting ready for an evening out, taking a business call, and finally leaving, with each scene subtly showcasing a different handbag from the new collection.
[02]
[03]
903.9KAesthetic Parisian day with product@diorbeauty · Lifestyle Showcase
1.6MAesthetic montage of floating accessories@diorbeauty · Vibe Showcase
150K14×Rapid fire what's in my bag@harnidhk · Product Demo
274.4K21.3×Solo Paris trip itinerary vlog@thekatieromero · Value Vlog
189.6KCreator visits her dream bag weekly@oliviabarbulescu · Journey Documentation
1M8×Exposing my messy luxury closet@chloeabeth4545 · Behind The Scenes
365.6K8.7×Daughter takes mom luxury shopping@jovkhann · Lifestyle Showcase
1.2M13.7×Funny text overlay on shopping montage@chloeabeth4545 · Lifestyle Showcase
1.4MCinematic luxury product reveal@diorbeauty · Vibe Showcase
319.2KNew bag design reveal montage@kasefenley · Product Showcase
4.6M1.1×Artistic behind-the-scenes brand film@jacquemus · Brand Showcase
165.3KAesthetic product showcase in gallery@burberry · Brand Showcase[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 65%
honoring my mother valérie with this campaign
Visual hook · 35%
A woman in a stylish trench coat walks into a bright, elegant room and dramatically flops onto a yellow ottoman, creating immediate dynamic movement and visual interest.
[06]
Steal this for your own video
Honoring with this .
[07]
The promise the opener makes, and how the video pays it back
Hook
An emotionally resonant text overlay that provides a personal, heartfelt context, paired with a physically relatable action (like collapsing after a long day) to create immediate empathy and intrigue.
Payoff
The character is revealed in their final, transformed state—confident, poised, and ready to re-engage with the world. This serves as the aspirational climax and final product showcase, completing the character's daily cycle.
[08]
The structural pattern this video runs on
Framework
The Aspirational Vignette
To build an intimate and aspirational portrait of a character by showcasing a series of contrasting life moments—from mundane to glamorous—positioning a product as the central, unifying element in their multifaceted life.
The Unburdening
The character enters their personal space and physically sheds the layers of their public-facing day, establishing a vulnerable and relatable starting point of exhaustion.
The Grounding Ritual
The narrative transitions to a mundane, domestic task (like bringing in groceries), grounding the aspirational aesthetic in everyday reality and making the character more accessible.
The Transformation Process
The character engages in a private ritual of preparation (like applying makeup), signaling a shift in energy and purpose from passive recovery to active creation of a new persona.
The Moment of Competence
The character is shown in a professional or focused context (taking a call, making notes), demonstrating capability and control. The product is positioned as an essential tool in this moment.
Guys, im very moved to introduce my new bag, named after my mother, Valérie. In this first campaign, a reflection of her spirit, always with a touch of humor and poetry. « Le Valérie » with Charlotte Le Bon Now available on jacquemus.com #Jacquemus #Motherhood #Nostalgia
title · throughout
honoring my mother valérie with this campaign
Can you think of my boots, please? Look away. On the twenty seventh. So I'm making a note of that. Perfect.