“When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It’s very multi-faceted and different; it takes the spectator by surprise.”
So says actress (and former dancer and, yes, that little bit of trivia will become very important very soon) Margaret Qualley of her turn in the Spike Jonze-directed short film-and-also-commercial for the company’s new fragrance KENZO WORLD. The latest snippet of cinematic expression from the fashion house is a short entitled “My Mutant Brain” that has been helmed by Jonze — and his stamps are all over the very funny, very energetic short — with Qualley starring as a charmingly bored young socialite who quite literally breaks free of the trappings of what looks to be a dreadfully boring event, all to dance her troubles away.
The short film, while delightfully fun to watch as its own unique little slice of art, is ostensibly a commercial for the new Kenzo fragrance, but that’s something that doesn’t become readily apparent to pretty late in the game. You can enjoy Jonze’s crisp direction and Qualley’s enthusiasm and verve for nearly three full minutes before being pushed — and in a whisper, no less — to even consider purchasing the perfume. Not too shabby.
“My Mutant Brain” was choreographed by Ryan Hueffington (who previously worked with Sia on her music video “Chandelier,” and there are plenty of similarities to be found here). The song “Mutant Brain” by Jonze’s own brother Sam Spiegel, along with Ape Drums, provides the film’s soundtrack and the short also functions as the official music video for the track.
Watch the film below: