The footage presents a visual choreography that dives into the raw materials, examining them as though they were rare and strange gems. “Genesis” has the audacity to overturn all time-space references, revealing itself to us like a sublime visual object and creating a dizzying world of fragrance.
The film can be considered as an aesthetic object, inviting you to enjoy stories about the perfume.
The images are sublime; their complex interactive element is informative without ever disturbing the visual purity of the film. For the first time ever, a fragrance reveals its inner self. Each shot provides the possibility of pressing pause and diving into the
materials themselves. A drop of amber solidifies. A freeze frame reveals a key figure and delivers
a message, adding a significant perspective. The 6 years needed to obtain an Absolute of Iris Pallida, or the 30 years
for Sandalwood to reach its maturity. With each shot, Dior Homme builds its complex edifice.
With each interactive incursion time is suspended in a state of grace, allowing one to assimilate the story of this perfume.
“Genesis” will be available on line at Dior.com on October 13th, 2014.
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