Illuminating Beauty: TUX Captures Cai Guo-Qiang’s Vision for Lancôme

In November 2023, TUX Creative House had the privilege of stepping into the studio of renowned contemporary artist Cai Guo-Qiang. Famous for his revolutionary use of gunpowder and controlled explosions, we were there to document his remarkable process in the creation of a commissioned masterpiece for Lancôme’s 90th anniversary.

At the heart of this collaboration between Lancôme and Cai Guo-Qiang was the theme “Ignite the power of the Rose”, with a central exclusive art piece “Paris Rose”, that would symbolize transformation, renewal, and the enduring spirit of beauty.

This illuminated creation isn’t just a tribute to the brand’s journey; it’s an emblem of transformation, beauty, and artistic expression.

TUX’s role was to authentically bring this partnership to life, crafting visually captivating and culturally resonant assets that celebrated the spirit of Lunar New Year. Our creative approach centered on honoring both Lancôme’s legacy and the vibrant energy of the season.

To launch the campaign, we produced a teaser that intimately documented Cai’s creative process behind “Paris Rose”, an exclusive art piece brought to life with the help of cAI™, Cai’s custom-built AI model. Through a documentary-style lens, we captured the anticipation, artistry, and explosive unveiling of the piece, culminating in a breathtaking moment that celebrated renewal, beauty, and cultural connection.

The journey didn’t end there. “Paris Rose” was later reimagined in a full-CGI film, illustrating the poetic transition from winter to spring with each frame ignited by the incandescent power of the rose.

This immersive visual experience invited viewers to witness nature’s awakening, mirroring the transformative essence of our four key campaign products.

Through our storytelling and commitment to creative excellence, we captured every moment of this transformative journey to bring the collaboration to life.