Stella Artois and the legendary Annie Leibovitz have unveiled their collaboration celebrating Timeless Beauty at the 2013 Sundance Film Festival. The iconic Belgian beer selected Leibovitz, due to her rare, exquisite talents to capture the essence of timeless beauty.
“Annie Leibovitz’s work marries artistic genius with painstaking craftsmanship to create timeless beauty,” said Emma Fox, Global Marketing Director, Stella Artois. “This concept is a personal one for Stella Artois. Our fans experience the beer in its finished form, but 600 years of brewing expertise helped make this possible. So we wanted to celebrate both the beauty and the craftsmanship that go into its creation.”
To celebrate this new collaboration, Stella Artois held a launch party to unveil the work at the Sundance Film Festival, of which it is the official beer sponsor. British actor Noah Huntley, who stars in the ad alongside Ukrainian model Tanya Ruban, hosted; Leibovitz’s work served as the visual centrepiece of the party.
Stella Artois has also engaged with a global mix of influential, well-trafficked bloggers who use photography as their medium. These bloggers were asked to develop images of timeless beauty and their work was displayed at Sundance.
Matthew Zorpas, The Gentlemen Blogger, was one of the select bloggers invited to produce his interpretation of the brief. His image was displayed alongside Leibovitz’s at the Film Festival. On his involvement he commented, "I am delighted to be part of Stella's Artois celebration of true and timeless beauty. With my photo I wanted to create an environment in which people are happy. A world that stands between light and shadow, between nature and human. A world in which timeless beauty reigns."
Leibovitz’s work will now appear across Stella Artois’ digital channels in the UK, and around the world in both digital and print.