Kathryn Bigelow will direct the advertising campaign for Chanel's Allure Homme Sport Eau Extreme, starring professional surfer Ben Fuller.
The Academy Award-winning director has been snapped up by the brand to create the film promoting Allure Homme Sport Eau Extreme, starring professional surfer Ben Fuller and the company revealed they chose her because of her affinity with the sport.
Christine Dagousset, executive vice president of fragrance and beauty at Chanel, told WWD: ''Kathryn Bigelow has an amazing vision and ability to direct action-filled moments. In addition to 'The Hurt Locker,' she also directed the surf film 'Point Break.' She was the best person to direct this type of campaign, especially because of her affinity for the sport of surfing. Because Allure Homme Sport Eau Extreme is the extreme version of the classic Allure Homme, the new concentration was meant to be more edgy, avant-garde and take more risks. This campaign does, as well.''
Christine added that rather than affecting sales of Allure Homme and Allure Homme Extreme by adding a new fragrance, Allure Homme Sport Eau Extreme actually increases sales of both.
She said: ''It's actually also a great opportunity to put a new light on Allure Homme, in addition to Allure Homme Extreme. We don't want to cannibalize Blue, so we are very carefully positioning Allure Homme and Blue in different ways. It's not about launching and leaving. It's about adding to the collection and boosting the business.''