Montblanc and 100% Unveil Enchanting Christmas Campaign Celebrating the Power of Imagination

Production company 100% (formerly known as HALAL) partners with Montblanc to present a new global 360° Christmas campaign that captures the magic of the holiday season where the limitless power of imagination transforms the ordinary into the extraordinary.

Set against the backdrop of a serene winter retreat, the campaign unfolds like a storybook come to life. A writer sits by a crackling fire, his pen dancing across the page. With each stroke of ink, his imagination breathes life into the world around him, filling the room with scenes of festive joy and wonder. As he shares his tales with his friends, the retreat turns into a magical, ever-evolving world painted by the spirit of Christmas.

The collaboration between Montblanc and 100% was sparked by Solomon Winter, whose efforts were instrumental in bringing the two creative powerhouses together. The campaign‘s success would not have been possible without the exceptional contributions and trust from the talented team at Montblanc - with a concept created under the direction of Montblanc’s artistic director, Marco Tomasetta and styling done by Paolo Turina. 

The campaign was developed and produced by 100%, featuring the creative talents of director Alice Kunisue and art director Lorena Bolta, who collaborated on the concept, with 100% 's Alice Kunisué also directing the film. As a director, Alice Kunisue’s vision brought a dynamic blend of imagination and creativity to the project, showcasing her signature ability to translate bold concepts into visually compelling narratives. Cinematography was masterfully done by Martijn Melis, while the stills were captured by acclaimed photographer Nicolas Valois. 

Alice said, “Filming this Christmas story with Montblanc and the team at 100% film was extra smooth, it felt like skiing inside a warm, fluffy blanket. Surrounded by wood and warmth, with a Montblanc pen bringing ideas to life. It was the pinnacle of coziness.”

The production was supported by Icon Films in Romania, whose exceptional service production, alongside the creative expertise of production designer Serban Porupca, was key to executing the creative vision. Storm handled the film’s post-production, delivering the final touches that really brought the creative vision to life and Magma delivered a rich layer of music and sound design, creating that timeless enchantment of the holiday season.

Together, Montblanc,100% and Solomon Winter have crafted a campaign that embodies the very essence of Christmas, redefining the magic of imagination and the transformative power of storytelling.

Gijs Determeijer, partner at 100% said,“When Montblanc reached out, I was instantly excited—my grandfather had passed down his Montblanc pen, so this felt special. I won't lie - knowing Wes Anderson directed the previous campaign film made us nervous, but Alice Kunisué, our brilliant director, brought her own vision and nailed it. Showcasing so many products while telling a heartfelt story wasn’t easy, but I think we pulled it off. The sets, built in Romania by the team behind Wednesday, were also incredible. Overall, an amazing experience!”