Julia Roberts has always been a beloved member of the Chopard family as the face of the Happy Sport and Happy Diamonds collection, but now the dynamic duo is taking their relationship to the next level, with Roberts as the new muse and Global Ambassador of all the Maison’s women’s watch and jewelry collections.
In a new campaign to announce Roberts’ expanded role, Chopard worked with director James Gray to create “Chopard Loves Cinema.” In 12 video clips, which will be released on March 20th, Gray captured the audacity, playfulness and humanity that make Roberts the icon she is. The films are accompanied by a new advertising campaign featuring visuals by photographer Alasdair McLellan.
With Roberts’ sunny disposition and iconic ear-to-ear smile, it’s impossible to not feel the joy and positive energy radiating from the actress throughout the films. “Both Julia and Chopard embody a true sense of happiness, so it was a wonderful opportunity to work with them on this campaign,” says the film’s director James Gray.
The campaign launch on March 20th coincides with International Day of Happiness, an apt combination for Roberts who always exudes a joie de vive. “To me, every day is International Happiness Day, Global Happiness Day”, says the actress. Chopard’s Co-President and Artistic Director Caroline Scheufele agrees: “After our Happy Diamonds campaign directed by Xavier Dolan in 2021, which featured a mesmerizing 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.”
In the films, Gray captures candid, behind-the-scenes moments of Roberts, adorned in Chopard jewelry. “Julia Roberts is that rare thing: a genuine movie star,” says the director. “We are pals, with a real respect and affection for each other. I always consider my day made if I’ve made her smile.” And who wouldn’t want to bring out the famous Julia Roberts smile!
In the campaign stills, Roberts gives the Chopard jewelry a moment to shine, from the heart -shaped hoops to the iced out watch she wears on her wrist. “It’s hard to describe working with Julia without sounding incredibly clichéd, but she really was everything I could’ve hoped she’d be,” says photographer Alasdair McLellan. “Editing the shoot was surprisingly difficult, as she looked great in every frame, and it was easy to imagine every image on a billboard.” Roberts’ shining smile was surely made for a billboard display!
Legendary backstage photographer Greg Williams also captured the more candid moments from behind the scenes. “I’m quite often looking for joy and I try to create a joyful experience,” explains Williams. “Working closely with Julia on this campaign was in many ways the perfect assignment because she is such a joyful person.” And on the International Day of Happiness, there’s no better way to celebrate than with a joyful Chopard campaign starring the effervescent Julia Roberts.