MONT LUTIN's creator wanted the brand to embody the idea of a "lutin". In her eyes, this was the cunning mischievous spirit of a "lutin" as her grandmother would call her, and keeping this childlike carefree essence in life.

Based off the idea of a "lutin", I created the concept for SEASON ONE's campaign, starting off with the image of a child covering their eyes with their hand and counting down while playing hide and seek. I found that this visual could illustrate the idea of not wanting to see the world the way everyone else sees it, choosing to not look through the common perspective as our eyes perceive the world around us. From this, I translated this visual into each video’s story. In the vest video, the model covers her eyes because of the strong wind from the plane landing. In the plate video, the whole family is covering their eyes because they don’t want to fully confront the truth that the grandfather has passed away. In addition, the father’s hand covers and shuts the grandfather’s eyes. The logo was also created to remain harmonious with “lutin”, by using typography reminiscent of old cartoon show title introductions.

On-top of this, the creator wanted the brand to be encompassing of diversity. The plan was to have an intercom announcement voice narrating each video, but in a different language each time. We’d start with three videos for the first three collections of season 1 and continue this in the following seasons. Each video also uses the same announcement chime at the beginning, so that the sound becomes synonymous with the brand. The plate video had a French narration, using a train station intercom voice and metaphorically speaking of the grandfather’s last stop in life. The vest video had a narration in Mandarin, using a plane stewardess’s voice to announce the boarding and safety procedures of the aircraft. The idea was to have the brand travel the world through its’ videos. Unfortunately there was an issue with the production of the final collection of sunglasses and we never finished the third video of the series.