Valentino Voce Viva featuring Lady Gaga
To support the launch of Valentino's new feminine perfume, L'Oréal Luxe called on agency BETC Etoile Rouge to create “Voce Viva” — an integrated communication campaign revealed on September 17, 2020.
For this new perfume, L'Oréal Luxe, VALENTINO and artistic director Pierpaolo Piccioli wanted to celebrate the power of the voice: as a means of expressing uniqueness, strength and instilling this power in others.
All supporting actors were chosen for their strong personality and singing, respecting Maison Valentino’s values of inclusion and diversity. Some may recognize Kiddy Smile, an activist musician who has become “voguing” icon in France. Lady Gaga participated in casting for the film.
To give life to this metaphorical “passing of the torch”, a re-orchestrated version of Lady Gaga’s Sine From Above — from her new album — has been composed exclusively for the campaign. BETC Etoile Rouge and General Pop called on American director Harmony Korine, represented by Iconoclast, to produce this daring and moving film.
Voiceover, Dialog, Spoken Text, Script, or Lyrics
My voice. My strength. Voce Viva the new fragrance Valentino.
When I was young I prayed for lightning
My mother said it would come and find me
While my eyes filled up with tears, but there was nothing there
No, no, nothing
I heard one sign from above (I heard one sine from above)
Then the signal split in two
The sound created stars like me and you
Before there was love, there was silence
I heard one sine
And it healed my heart, heard a sine
Voce Viva the new fragrance Valentino