Miu Miu · Global · 2025Film
Miutine.
Emma Corrin brings Miu Miu's new fragrance to life through a mischievous library-set film.
- Brand
- Miu Miu
- Agency
- McCann Paris
- Market
- Global
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Miu Miu needed to give Miutine a distinctive personality and introduce the fragrance's spirit of individual expression.
The idea
The film treats Miutine as an attitude to be defined through movement, wit and unexpected behaviour. Corrin's performance and the library setting turn a fragrance launch into a playful character study.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Miu Miu · L'Oréal Luxe
- Production Company
- Psycho
- Director
- Hailey Benton Gates
- Talent
- Emma Corrin
- Chief Creative Officer
- Julien Calot
- Director of Photography
- Maximilian Pittner
- Editing
- St Louis
- Music / Sound
- Schmooze
