Chopard is well-known for its Happy Jewellery collections, and there is no one better to represent the brand than the owner of one of the biggest smiles in cinema – Julia Roberts.
Hollywood star Julia Roberts has been the face of Chopard’s Happy Sport and Happy Diamonds collections since 2021, but now she has become the global ambassador of all the maison’s women’s watch and jewellery lines.
To celebrate this special bond, Chopard and Julia Roberts are combining their shared love of cinema through a campaign directed by James Grey comprising 12 video clips. The director has captured all the audacity, playfulness and humanity that make the actress a contemporary icon. The films are accompanied by a new advertising campaign featuring visuals by photographer Alasdair McLellan.
Julia Roberts has one of the most beautiful and famous smiles in cinema and, according to the luxury brand, it embodies everything that makes Chopard unique such as virtuosity, joie de vivre and feel-good spirit. This positive energy spreads like a wave, giving women confidence in themselves. The pieces extend this enjoyment of life, exuding a radiant sparkle.
Regarding the films, James Gray captures the famous, generally unseen, backstage glimpses that are an integral part of a movie set in the latest Chopard Loves Cinema campaign. It shows the actress in action, joking around off-camera, spreading her joy and larks. She knits, finds something nice to say about everyone, slips into trainers under her glamorous dresses, takes over the camera herself and interrupts her script rehearsal to cuddle her dog Myrtle, who jumps on her lap.
“After our Happy Diamonds campaign directed by Xavier Dolan in 2021, which featured a mesmerising and twirling Julia Roberts illustrating the pure, immediate and communicative happiness at the heart of Chopard’s spirit, this new series broadens the spectrum of the initial momentum,” says Caroline Scheufele, Chopard’s Co-President and Artistic Director. “We are revealing a new facet of our identity, the feel-good vibe: the self-confidence instilled by Chopard jewellery or watches, reverberating in the air and infusing the entire surrounding universe with positive energy.”