5 Minutes with… Jasmine Loignon
Since November 2022, Jasmine Loignon has been one of the four executive creative directors at Publicis Luxe, leading a team of over 140 creatives in Paris. With over two decades in lifestyle, luxury, and fashion, her background is perfectly suited to the agency’s clients, which include brands such as Cartier, Lancôme, Valentino Beauty, Mugler, YSL Beauty, and more.
In the past, Jasmine has led multicultural creative teams in Montréal, NY, Amsterdam, London, and Paris for agencies such as Sid Lee, Mother, and BETC Luxe.
Some of her most recent iconic work includes launching Valentino Beauty’s ‘Born in Roma’, ‘Chloe Nomad’, YSL Beauty’s ‘Libre’, ‘Black Opium’, and ‘Mon Paris’. She was an integral part of Air France’s relaunch platform ‘France is in the Air’. Additionally, she headed the global brand re-launch for Absolut Vodka’s ‘Transform Today’ platform, a powerhouse global campaign for Coca-Cola at the London Olympics, ‘Move to the Beat’, and was part of the iconic adidas ‘House Party’ campaign.
As a filmmaker, Jasmine directed the music video of French/Japanese duo Tsunami, and Rita Ora’s 'Bang'. She spearheaded the creative direction and show direction of Matthew Williams’ Givenchy AW21 Paris Fashion Show, and directed his SS22 collection film.
LBB’s Alex Reeves spoke to her about the French approach to creativity, her filmmaking career and her ambitions for creativity at Publicis Luxe.
LBB> Tell us about your background. Was there a moment in your young life that made you want to work in the industry?
Jasmine> I studied design and moonlighted as a video artist with a collective, doing live projections at legitimately huge parties, and after-hour shows around the world, but mostly Montreal. I was getting paid - it was great. At one point, I thought it might be a good idea to get a day job. There was an opening for an experiential art director. I thought I could do that. No clue what it was, and neither did the people who hired me. I ended up working on adidas’ ‘House Party’ with a bunch of interesting people, with random backgrounds. We had zero creative boundaries. It was a great moment. Advertising was totally accidental.
LBB> Having lived all over the world, what does Paris have as a creative city that's unique?
Jasmine> The attitude. When it comes to making things happen, there are ways, and there are plays.
It gets creative - it’s all attitude, and it’s all French. It is something to behold.
LBB> And what differs between the different ad scenes?
Jasmine> The local culture, the work culture, and the diversity (or lack thereof). Some places are more open to expats, and other places have been a challenge as both a foreigner and woman. There are microcosms of creativity that are unique. You need to find yours, or make one your own.
LBB> I see you’ve directed several short films. What do you enjoy about directing and do you see yourself doing more?
Jasmine> Some people get out of this industry running for the hills; you find another creative outlet, open a studio, a bakery, write books. Whatever that is, it takes time. I love the medium - the creative process. All your cards are on the table and there is nothing like it. You learn a lot about yourself making films. It’s quite humbling.
LBB> What are your main aims and ambitions for your work at Publicis Luxe?
Jasmine> Never being bored or boring is the ambition, while also growing our offer for our clients in France and globally. Never sacrificing idea over image - especially in luxury - and always keeping it super entertaining. Ultimately, I am looking forward to finding that beautiful chaos in the process and craft.
LBB> What is the most important lesson you’ve learned during your time in the industry?
Jasmine> You can’t control everything, and how to say ‘NO’.
LBB> What are you most proud of recently and why?
Jasmine> My Wordle-ing is on point right now.
LBB> What helps you de-stress after a long day at work?
Jasmine> Yoga and Netflix. in no particular order.
