English Version | The spark of happiness

13 Apr 2023
By Vogue Portugal

Julia Roberts' smile has a similar effect to the effects of Chopard's pieces: it awakens a feeling of revolution and inner happiness. The Chopard Loves Cinema project is a celebration of the synergy between the Swiss brand and its muse.

Julia Roberts' smile has a similar effect to the effects of Chopard's pieces: it awakens a feeling of revolution and inner happiness. The Chopard Loves Cinema project is a celebration of the synergy between the Swiss brand and its muse.

Photography by Alasdair McLellan for Chopard
Photography by Alasdair McLellan for Chopard

When one mentions revolution, images of the great moments in history, and milestones in the journey of humanity, come to mind. However, the word manages to have, at the same time, an intimate depth. One moment, one person, one jewel is enough to incite a revolution in our mood. If there is a smile capable of provoking such a reaction, it is sure it is surely that of Julia Roberts, an actress known for her radiant disposition. It is not by chance that the icon of the seventh art is the muse of Chopard, the High Jewelry brand famous for its amulets of joviality. The relationship between the two is nothing new: since 2021, Roberts has been in the Happy Sport and Happy Hearts collections 2021. 2023 that it became official that the actress is the inspiration for all the Swiss brand's jewelry and watches.

The alliance between Chopard and the actress is natural since the two share something unprecedented: the power to provoke catalyzing effects in everyday joy, capable of inciting small (but important) revolutions. revolutions. Those that are equivalent only to the sun rays that escape in a gray sky. Julia Roberts is a true symbol of optimism, with a globally famous smile. This is more than a brand image, it is a reflection of the actress's contagious good mood. of the actress. This warm happiness, felt by all those who Roberts' smile, is an attribute shared by Chopard pieces. pieces of Chopard. The brilliance of the Swiss brand's jewelry and watches Swiss brand does not derive only from its diamonds and precious metals, but also from the confidence it provides to all who wear them. 

The symbiosis between the actress and Chopard is measurable and deserves a fitting celebration. It is with the spirit of celebration in mind that comes Chopard Loves Cinema, a union between the talent of the actress and the joy that the pieces of the Swiss brand catalyze. Divided into 12 episodes, the project is a true ode to the seventh art. Although it is a theatrical experience, the campaign does not create artificial fantasies. Instead, it portrays the nature of the relationship between Chopard and Julia Roberts. Real stories are told, the moments shared between the two. It is in these moments that one understands the status of the actress, able to organically merge the script with moments of improvisation. The very conception of the project was the final proof (if proof were needed) of Julia Roberts as the muse of the Swiss brand. As luxurious as Chopard's pieces are, their metal does not remain cold in the face of human heat, adapting to the wearer. Adorned with her favorite pieces, such as the elegant bracelets from the Happy Hearts collection, Roberts demonstrates her authenticity by making jokes with those around her.

The confidence that Chopard's pieces inspire is captured perfectly by James Gray's camera. The renowned director, responsible for films like Little Odessa (1994) or Armageddon Time (2022), is known for the way he instruments light. It is through this that Gray creates a limbo where the past and the present connect. For Chopard Loves Cinema, his technique is used to portray the revolutionary effect that happy moments have. According to the director, the decision to participate in the project was not difficult. In a press release, Gray confesses that the magnetism that Julia Roberts exerts was one of the reasons for accepting: "I take any opportunity I get to work with her. I make my day whenever I can make her smile." Like her smile, Roberts' energy is contagious. This is how the director understands the relationship between the actress and the Swiss brand: "Both Julia and Chopard symbolize a genuine sense of happiness."

James Gray is not the only one summoned for this project. The seductive combination behind the campaign is enough to attract some of the most relevant names in the current cultural scene. For the photographs that accompany the film project, we turned to Alasdair McLellan. Famous for his ability to translate emotion, the prestigious photographer is perfect for a project based on joie de vivre. This feeling is perfectly represented by Roberts' smile, which, before McLellan's lens, blossoms. The beauty of the relationship between the actress and Chopard is its naturalness. A behind-the-scenes shoot was more than necessary in this case. Greg Williams takes responsibility for translating the atmosphere of the project. The photographer is known for portraits that capture the essence of his subjects. Confessing happiness as his main inspiration, Williams elaborates, "Working with Julia was perfect because she is such a joyful person." Roberts' positive attitude is like a light, illuminating all those around her. The actress' confidence is visibly enhanced by her favorite Chopard pieces, symbols of shareable joy.

Chopard Loves Cinema is more than a partnership between great creative minds. It is the representation of the Swiss brand identity of High Jewelry and Watchmaking. Chopard's pieces are not just luxury objects, they are jewelry that puts human energy at its core. All of its collections share a concrete goal: to awaken the ambition of well-being. The first episode of this exciting project was fittingly launched on March 20, the International Day of Happiness. While the premiere date is natural for the nature of the campaign, Roberts is keen to point out, "For me, every day can be a happiness day." With the prospect of more episodes of the campaign, at least eleven more days are sure to be joyous celebrations.

Originally translated from The Revolution Issue, published April 2023.Full stories and credits on the print issue.

 

Vogue Portugal By Vogue Portugal

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