Louis Vuitton's new short explores the evolution of the mind

New work from Smuggler's Fenn O'Meally, Ad Age Director to Watch features drummer Femi Koleoso

Published On
Aug 26, 2021

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Smuggler's Fenn O'Meally, Ad Age's Director to Watch of 2021, has helmed a stylish new short film for Louis Vuitton that thoughtfully explores the evolution of a child's mind into that of an adult.

The film, "Mine Mind" is part of the fashion house's 200th anniversary celebrations and features London-based Nigerian drummer Femi Koleoso. It's is structured around a conversation he and O'Meally had about the innocence, joyousness and intuition of the child’s mind and protecting that sense of wonder in the creative process as we grow up. 

“I wanted to question the practice of creating and how the human mind attaches ideas, rules, regulations and outside influences to creativity as it develops from its infancy,” said O’Meally in a statement. “I wanted to illustrate how essential immersive play is to the integrity of creating and how we have so much to learn the minds of children and their beautiful way of simply “making things” out of curiosity and an internal desire to play, rather than a need to craft for reward and swayed by outside influences.”

“It’s really what connected me to this project so much in the first place, how do we truly innovate like the great Vuitton did? How do we create something so timeless? Working with Femi on this was a dream because we’d always wanted to work together on something special and I have so much respect for the way his mind ticks and his unconditional love for just simply playing.”

The film was initially released online and will be running on loop in all Louis Vuitton stores internationally starting Sept. 23. It was created as part of Louis Vuitton’s “200 Visionaries” series, in which it invited 200 visionaries to express their creativity in the Louis Vuitton windows; other artists featured have included Drake and Gloria Steinem, as well as LVMH designers Marc Jacobs and Kim Jones.

Another project, by Psyop director Shane Griffin, paid homage to the Louise Vuitton brand's iconic steamer trunk with his take on the iconic LV monogram pattern using a futuristic, molten chromatic material.


Aug 26, 2021
Client :
Louis Vuitton
Director :
Fenn O’Meally
Managing Director :
Fergus Brown
Executive Producer :
Elizabeth Doonan
Producer :
Cora Rodriguez
Production Manager :
Luca Chapman
Production Company :
1st AD :
Steven Eniraiyetan
Runner :
Tammy Siddik
Runner :
Victoria Lawal
Runner :
Callaghan Brown
Jeremy Valender
1st AC :
Mark Gee
2nd AC :
Kairo Jones
Camera Trainee :
Esther Edusi
Sound Recordist :
Matt Greig
Gaffer :
Peter Bishop
Electrician :
Greg Probert
Electrician :
Barry Davies
Production Designer :
Max Randall
Art Director :
David Dickinson
Art Director :
Ben Hughes
Art Assistant :
Nicholas Marschner
Wardrobe Stylist :
Leah Abbott
Wardrobe Assistant :
Lily Rose McMurray
Make-Up Stylist :
Porsche Poon
Hair Stylist :
Tafarir Wright
Editor :
Toby Heard
Grade :
Richard Fearon
Grade :
Black Kite Studios
Composer :
James William Blades
Graphics :
Eddie Mandell
Black Kite Studios
Medic :
Verity Stacey
Medic :
The Movie Medics
Catering :
Jones & Sons
Cast :
Femi Koleoso
Assistant :
Trini-Maria Katakwe
Cast :
Noah Arthur
Chaperone :
Emmy Arthur
Camera Equipment :
Lighting :
Lighting :
Leelium Balloons
Film & Processing :
Shoot Equipment :
Get Set Hire
Studio Facilities :
East End Studios

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