Globally renowned luxury brand Jacquemus has taken note of organic storytelling by a group of creative voices in Lebanon, who began creating a film as a passion project, which then turned into a viral video garnering more than 500,000 views to date.
The project began as a deeply personal film based on a true story about the mother of Joseph Hanna, a Lebanon-based Creative Director.
It was not initially conceived as a commissioned campaign, but rather as an authentic visual expression rooted in memory, simplicity and emotional truth.
The intention of the film was to capture a genuine human moment using the Jacquemus dust bag as part of a real, everyday narrative.
At its core, the proje
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