Every great film starts with a powerful story – one that captivates and inspires the audience. Cinema uses the art of storytelling to briefly transport us to another place, where we can experience a life entirely different than our own. Those heartening moments, imbued with magic and whimsicality, are particularly uplifting to watch. Nobody embodies this cheerful spirit quite like Chopard’s global ambassador, Julia Roberts. Many of Roberts’ roles in the romantic-comedy genre reflect her own carefree and playful attitude towards life. It seems only fitting that Chopard has joined forces with Roberts to share their mutual love of cinema and celebrate the power of positivity.

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Embracing Authenticity

Launching on the International Day of Happiness (20 March 2023), the Chopard Loves Cinema campaign will release 12 episodes over the coming months. Chopard invites the audience to witness the many special, behind-the-scenes moments involving Roberts and the effortless way she brings magic to a film set. She is captured by the camera as her most authentic and fulfilled self, exuding the same confidence and warmth that she channels into every role. This collaboration between Chopard and Roberts makes for a truly special release, as the magic of feel-good films is effortlessly reflected in both Chopard’s innovative designs and its wearer. Roberts’ magnetic personality and joie de vivre encapsulates the spirit of Chopard, for all its creations are a product of passion for beauty and life.

A Passion For Filmmaking

As the campaign progresses, the audience is offered a closer look into the bustling backstage environment where crew members meticulously manage everything from logistics to lighting. This lively hub of activity is beautifully documented on camera by the critically acclaimed director James Gray. As a craftsman of cinematography, Gray captures the authenticity of the human experience by placing relationships at the heart of his work. His cinematic perspective is naturally aligned with Chopard’s mission to convey unique dimensions of emotion through its creations.

Picture by Alasdair McLellan for Chopard

The Power Of Collaboration

Part of what makes this new release truly special is the collaboration between industry experts and combined breadth of their talent. Gray reflects on working with Roberts, describing her as a person with “a tremendous sense of humour about it all, and somehow, she hasn’t let her legendary status go to her head… We are pals, with a real respect and affection for each other”. Their friendship and respect for each other makes for an organic partnership, enabling Gray to capture authentic, joyful moments through the lens.

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Photo: Greg Williams

Joining this team of image professionals is esteemed photographer Alasdair McLellan. McLellan blends pop-art and classical styles to create a dialogue between different genres and identities. This unique photography style allows him to capture the many facets of Roberts’ personality in a single, striking image. McLellan’s photographs depict the Chopard muse as poised and confident, yet they also suggest a refreshing openness and vulnerability in front of the lens.

Chopard also enlisted the help of photographer and backstage specialist Greg Williams to capture Roberts’ portraits and behind-the-scenes images of Chopard Loves Cinema campaign. Williams uses his knowledge of photojournalism to tell a compelling story with his photographs. His portraits capture Roberts’ spontaneity and candour, reminding us of all the feel-good moments that make her a contemporary icon.

Photo: Greg Williams

Find out more about the Chopard Loves Cinema digital series here.