- Agency: Marcel
- Client: Kate Spade New York
- Category: Video Design — Commercial
- Location: Paris, France
- Project Brief: Create a fall campaign film that introduces Kate Spade New York's new collection through playful storytelling, vibrant visuals, and a spontaneous New York City adventure.
A fashion commercial usually parks the product in a pretty frame and lets the logo do the rest. The Kate Spade New York film "Spark Something Beautiful" throws that out and runs a game of hide-and-seek through the city, so the bag shows up mid-chase instead of posed on a pedestal.
That one idea carries the whole fall pitch. Hide-and-seek turns the season into a spur-of-the-moment hunt for joy, which lets the campaign sell you the feeling of a city adventure first and slip the Duo Mini shoulder bag in along the way.
Rupert Sanders directs it with a designer's eye, and you can tell. Every shot is framed with care, the pacing feels like a real film rather than an ad, and Aaron Frazer's "Payback" gives the New York streets a loose, easy rhythm that keeps the whole thing fun instead of stiff.
Marcel built the film around a big introduction, handing the spotlight to Grammy winner Tyla as the brand's new Global Brand Ambassador. She gives it a face Gen Z already knows, and the playful, city-chic mood freshens up the label without tossing out the polish longtime fans count on.
