Rehearsing a dance requires a consistent commitment to detail and a fine tuning of the body over time. With each hour in the studio, the artist re-commits themselves to the story, refining every muscle to prepare for the final, big performance. This same essence of repetition and patience is what Dom Pérignon conveys through their new campaign video with Lady Gaga: The labor of creation. “When you look at pictures of the abbey, its cloister, the traces of centuries engraved in the stone,” says Lady Gaga. “You can feel that dedication that must have animated generations of monks that lived and worked here. It is truly special and inspirational place.”
To announce the anticipated Dom Pérignon Vintage 2013, classical dancers move to the rhythm of Gaga’s notes within the walls of the former Benedictine monastery Abbey at Hautvillers. Here, the performers visualize the creation of the late-harvest champagne and its ten year-long maturation in the vineyard’s French facilities. The one minute and thirty-second-long film is the second chapter of the campaign and connects the brand and Gaga’s disciplined approaches to their respective crafts.
To realize the vision of this campaign, Gaga and Dom Pérignon worked with three artists: Photographer and master of light, Mario Sorrenti, composer and campaign director Woodkid (Yoann Lemoine), and choreographer Sidi Larbi Cherkaoui.