Nicole Kidman visits Brancusi’s sculpture to the rhythm of David Bowie.
In the world of advertising, there is room for everyone. The democratization of the internet and globalization have allowed every brand to have its own platform to communicate with the world. Luxury brands, auction houses, and cultural institutions are now finding in branded content a new way to connect with audiences, moving away from direct commercial messaging in favor of much more emotional and sensory-driven pieces.
This is precisely the case with the latest Christie’s ad. The famous auction house has released a dreamlike campaign starring actress Nicole Kidman.
Nicole Kidman and Christie’s – Danaïde
The Christie’s ad was directed by Stephen Tyler and produced by Studio 11F. The piece takes place inside Christie’s galleries at Rockefeller Center in New York and is accompanied by “Golden Years” by David Bowie.
The video shows Nicole Kidman slowly walking through a circular room draped in white fabrics while contemplating “Danaïde”, the sculpture created by Constantin Brancusi around 1913 and considered one of the foundational works of modern sculpture.
From that encounter, the production takes on a completely dreamlike tone. The camera follows the actress’s movements while emphasizing the sculpture’s golden curves, creating a feeling of fascination and reverence toward art. Little by little, the narrative abandons any commercial logic to move into a far more emotional and cinematic territory.
According to the company itself, the goal of the piece was to explore the intimate connection between art and emotion through a sensory experience capable of awakening fascination, curiosity, and admiration. More than simply showcasing a sculpture, the short film aims to represent everything a work of art can make us feel.
Watch | Youtube
