Designer Parfums "Playboy Make the Cover"

For decades, Playboy has been one of the world’s most recognized magazines; now together with Sid Lee Paris and Designer Parfums, Playboy Fragrances is launching two brand new fragrances, Make the Cover for Him and for Her that bring their legendary style, charisma and enduring legacy to life. The all-new fragrances are a homage to the brand’s iconic past while also building a connection with the younger generation. It is about embracing all types of beauty and showing that anyone can ‘Make the Cover’ not just the traditional archetypes, all it takes is confidence and self-esteem.

The brand’s future is built on its legendary past, while also embracing this new modern attitude. To help bring this global campaign to life Sid Lee Paris worked with British director and photographer Nadia Lee Cohen, who has worked on music video clips for A$AP Rocky and Kali Uchis, to deliver a 1-min film and several print images. Her creations showcase the legacy of the Playboy brand while highlighting the new attitude, style and inclusiveness of Make the Cover fragrances.

Shot in LA, Cohen brings her signature style to the film, giving it a retro feel, while the spot’s diverse cast illustrates inhibition, seduction, rebellion, and exploration that drive self-expression. Primarily featuring non-actors and personalities from a wide-range of industries such as Richie Shazam, Erik Bragg, Sara Cummings and Victoria Jancke, the film delivers an authentic feeling, free from conventions that shows off a diverse group, all united by the attitude it takes to ‘Make the Cover’.

Credits:

Campaign

Title: Playboy Make the Cover

Territories: Worldwide

Key launches:Germany (August 2020) / UK (October 7th, 2020) /USA (March 2021)

Client

Brand: Designer Parfums (Playboy Fragrances Licensee)

Joint Managing Director, Designer Parfums: Arkesh Shah

Global Head Marketing Communications (formerly): Pascale Fontaine

Agency

Sid Lee Paris

President: Johan Delpuech

Chief Creative Officer, Europe: Sylvain Thirache

Creative Director: Stephane Soussan

Art Director: Ludovic Gontrand

Copywriter: Aurore Cremmydas

Strategy Managing Director: Bruno Lee

Strategist: Amboise Soule

Group Account Director: Jessica Ferris

Account Manager: Trisha Mitra

Head of Production: Thomas Laget

Producer: Marine Redon

Operations Director: Antoine Ferrari

Production

Production: Solab
Producer: Nicolas Tiry
Line Producer: Amine Ketem
Local production service: Dmb represents

Director & Photographer: Nadia Lee Cohen
DOP: Arnau Valls Colomer
Stylist: Chloe and Chenelle
Production Design: Brittany Porter
Hairdresser: Sami Knight
Behind the scene: Frank PfeiferPost Production: Mathematics
Post Producer: Julie Lagadec
Post Producer: Raimbaut Gaffier
Editor: Adriana Legay
Colorist: Mathieu Caplanne