Julia Roberts wearing Chopard Haute Joaillerie earrings
Chopard and Julia Roberts are partnering in a new campaign titled, “Love of Cinema,” a 12-part digital series by award-winning director, James Gray. The first video will be unveiled March 20, which is also “International Day of Happiness.” The films are accompanied by a new advertising campaign featuring visuals by photographer Alasdair McLellan.
The campaign is designed to capture the four-time Oscar-winning actress and Chopard’s new global ambassador in her most playful moments, showing her iconic smile in the process. The idea is to give women confidence in themselves while enjoying life, the Swiss luxury brand said.
Behind the scenes with Julia Roberts wearing Chopard jewels and watches in new digital series
Roberts is no novice when it comes to Chopard. She has been the face of the Happy Sport and Happy Diamonds collections since 2021. This has now been extended to her being the global ambassador for all of the women’s jewelry and watch collections.
The campaign shows Roberts behind-the-scenes of a Hollywood movie, inviting viewers to a place few have seen outside the motion picture industry with stylized moments of her wearing Chopard jewels and watches while working and enjoying time with her colleagues.
Roberts says the videos combined scripted scenes with improvisational moments that she compares with her first time at the Cannes Film Festival in 2016 with Chopard, the official partner of the famous film festival. “I was running late and racing down the hallway,” she said in a statement. “Somebody was still sewing me into my dress, so we were all running down the hallway to the elevator and somebody was sewing away. And I just thought ‘It’s so classic.’ It was a ‘Cannes’-Do moment.”
Julia Roberts wearing Chopard with director, James Gray
As the campaign progresses, viewers look into the antechamber leading to huge studios bustling with crew members and precautions, props and meticulous logistics: the backstage of a film with Julia Roberts. Gray presents a view into the making of a Hollywood movie from the perspective of those making the film. Chopard said in a statement that this working spirit “accurately expresses the brand by placing human energy at the center” of Chopard’s precious jewelry and watches.
Gray has made eight feature films with five of them competing for the Palme d'Or, the grand prize at the Cannes Film Festival. Chopard has been a partner of the international film festival since 1998 and has created the Palme d'Or since 2001. Since 2014, the trophy has been crafted of Fairmined certified gold.
Julia Roberts behind the scenes wearing the Chopard Alpine Eagle watch
Chopard in a statement said Gray has a thorough understanding of the luxury brand.
“James Gray’s cinematic standpoint epitomizes the spirit of Chopard, for which the heart of each collection resides in this mission to adorn men and women – enabling them above all to continue their journey to personal fulfilment and freedom,” Chopard said. “The impulses of the heart reign supreme, intrinsically bound up with emotions and ready to be generously shared around the world.”
Meanwhile, McLellan photographed Roberts wearing Chopard’s jewels and watches, from Happy Diamonds to Haute Joaillerie creations, including the Ice Cube, L'Heure du Diamant and Alpine Eagle collections. McLellan works in fashion as well as portraits, landscapes and documentaries. “She really was everything I could’ve hoped she’d be,” McLellan said about Roberts. “Editing the shoot was surprisingly difficult, as she looked great in every frame, and it was easy to imagine every image on a billboard.”
Behind the scenes with Julia Roberts in Chopard
Between the still images and the video series, the collaboration paints an ongoing story of a film star sharing the spotlight with Chopard jewels.
