Montblanc has teamed up with production company 100% (formerly known as HALAL) to deliver a global Christmas campaign that transforms the holiday season into a celebration of creativity and storytelling. Directed by the talented Alice Kunisue, this 360° campaign captures the magic of Christmas through the power of imagination.
The campaign takes place in a cozy winter retreat, where a writer sits by a crackling fire. With his Montblanc pen, he crafts stories that come to life around him. Each stroke of his pen transforms the room into a magical space, filled with festive joy and wonder. Snowballs made of crumpled paper, skiing posters that come alive, and snow falling indoors create a world where imagination has no limits.
This collaboration was brought to life by Solomon Winter, whose vision connected Montblanc and 100%. The concept was guided by Montblanc’s Artistic Director, Marco Tomasetta, with styling by Paolo Turina. Alice Kunisue directed the campaign with the support of art director Lorena Bolta, creating a storybook-like atmosphere that feels both warm and magical.
The visuals are brought to life through the expert cinematography of Martijn Melis and still photography by Nicolas Valois. Production design by Serban Porupca and post-production by Storm added depth and charm, while the music and sound design by Magma perfectly captured the spirit of the season.
“Filming this project felt like skiing inside a warm blanket,” said Kunisue. “The cozy setting, wood accents, and Montblanc’s beautiful pens made it the pinnacle of Christmas comfort.”
100% partner Gijs Determeijer shared his excitement about working on the project. “This campaign felt personal—my grandfather passed down his Montblanc pen to me, so it was special to be part of this. It was a challenge to showcase so many products while telling a heartfelt story, but I think we succeeded. The set, created by the team behind the Netflix series Wednesday, was truly incredible.”
Together, Montblanc and 100% have created a campaign that embodies the joy and magic of Christmas, reminding us of the transformative power of imagination and storytelling.
