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Chanel Chance Brings Four Fragrances to Life in Venice
Chanel's 2018 Chance fragrance campaign is a series of four short films directed by Eva Michon of B-Reel Films, each anchored in Venice, Italy, following a distinct young woman whose personality embodies one of four scents — Chance, Chance Eau Tendre, Chance Eau Fraîche, and Chance Eau Vive — unified by the tagline "Choose Your Chance."
The campaign launched in January 2018 in Italy, with each film framed through a deliberate circular lens that mirrors the round silhouette of the Chance bottle itself. That visual device was not incidental. It gave the series an immediate coherent identity across four otherwise independent narratives, anchoring them to a single iconic piece of product design. The four muses — Selah Marley, Lily Newmark, Belen Chavanne, and Angela Yen — each navigate the streets, canals, and architecture of Venice in ways specific to their character and their fragrance. Venice was chosen deliberately. As a city simultaneously ancient and endlessly photogenic, it provides a backdrop that feels timeless yet alive, qualities that map directly onto the Chance brand's positioning around spontaneity and possibility.
The campaign's objective was to reinvigorate the Chance collection as a whole rather than isolate a single hero fragrance. By presenting all four variants — Chance, Chance Eau Tendre, Chance Eau Fraîche, and Chance Eau Vive — with equal weight and equal production values, Chanel positioned the line as a wardrobe of scents for a generation of young women comfortable making personal, deliberate choices. Distribution extended to Instagram and dedicated Chance channels, with hashtags including #TAKEYOURCHANCE and #CHANCECHANEL supporting audience engagement. The campaign received a Clapboard Score of 74 out of 100, reflecting strong creative coherence and production quality against a competitive beauty landscape.
Chanel built the 2018 Chance campaign around a single consumer truth: young women do not want to be assigned a fragrance identity, they want to choose one. The "Choose Your Chance" platform gave the collection a participatory quality that straightforward product advertising rarely achieves, inviting the audience into a decision rather than a prescription.
The casting of Selah Marley, Lily Newmark, Belen Chavanne, and Angela Yen was itself a strategic statement. The four women represent different nationalities, backgrounds, and energies, and that diversity was not incidental to the films — it was the films. Each muse's personality, movement, and relationship to Venice was written to feel specific rather than aspirational in the conventional sense. The result is a campaign that speaks to self-expression rather than imitation.
In Italy, where the premium beauty and fragrance market operates at a sophisticated level, this positioning carried particular weight. According to fragrance.org, prestige fragrance globally represented a growing and fiercely contested segment in 2018, with established houses such as Chanel competing directly against LVMH-owned Dior, which according to accio.com held a meaningful share of the global premium fragrance market at the time. Within this competitive field, Chanel's strategic decision to shoot in Venice rather than a studio environment or a generic urban landscape signalled a commitment to craft that differentiated the campaign from mass-market fragrance advertising. The Italian setting was not merely decorative. For an audience in Italy and across European markets, Venice carries cultural authority that amplifies the prestige positioning of the Chance collection. The circular-lens visual device further created an ownable aesthetic that competitors could not easily replicate.
Director Eva Michon of production company B-Reel Films led the creative execution of the Chanel Chance campaign across all four films. Michon's approach was anchored in a single unifying formal device: the circular lens framing that mirrors the round shape of the Chance bottle. This was not simply a stylistic flourish. The circular frame recurred throughout each film, giving the series a visual grammar that tied four independent character studies into one coherent campaign identity.
The shoot took place entirely in Venice, Italy, using the city's distinctive canal-side architecture, narrow passageways, and open piazzas as active components of the storytelling rather than passive scenery. Each of the four films was designed to feel specific to its muse and her fragrance. Lily Newmark's film, associated with Chance Eau Vive, was built around a contagious vivacity that reflects the scent's grapefruit and blood orange notes. Selah Marley, Belen Chavanne, and Angela Yen each brought their own distinct energy to their respective films, with the direction calibrated to draw out personality rather than performance in a conventional sense.
The production achieved a balance between high production values and an aesthetic of spontaneity. Venice as a location presents significant logistical complexity — water, light, and crowds — and the films demonstrate a confident handling of that environment. The circular framing device was sustained without becoming visually monotonous, a craft achievement that reflects careful planning at the direction and cinematography level. The four films were distributed as a series on Instagram and through dedicated Chance digital channels, a format that suited their short-form, character-driven construction and allowed audiences to engage with individual muses while remaining aware of the broader collection narrative.
No independently verified third-party performance data for the 2018 Chanel Chance Venice campaign — including view counts, engagement rates, or sales uplift attributable to this specific campaign — is publicly available. What is documented is the campaign's structural architecture, which provides a credible basis for analysing its likely effectiveness.
The decision to produce four films simultaneously, each of equivalent production quality, was a resource-intensive commitment that reflects Chanel's strategic intent to treat the Chance collection as a unified portfolio rather than a hierarchy of hero and supporting products. This approach reduces the risk of cannibalising individual scent sales by giving each variant its own platform. The Instagram-first distribution strategy, supported by the hashtags #TAKEYOURCHANCE and #CHANCECHANEL, was well-suited to the short-film format and to the target demographic of young women for whom social media is a primary discovery channel for beauty and fragrance.
The circular-lens visual device created a recognisable and ownable aesthetic — a critical factor in a category where fragrance advertising is both ubiquitous and difficult to differentiate. By shooting in Venice, Italy, the campaign also generated a level of visual distinctiveness that generic studio-based fragrance films rarely achieve. The Chanel Chance 2018 campaign earns a Clapboard Score of 74 out of 100. That score reflects strong creative coherence, a disciplined formal device in the circular framing, and an effective casting strategy, with modest headroom attributable to the absence of a sharper narrative arc within individual films and the lack of publicly verified performance outcomes.
Chanel's 2018 Chance campaign is a series of four short films shot in Venice, Italy. Directed by Eva Michon of B-Reel Films, each film follows one of four muses — Selah Marley, Lily Newmark, Belen Chavanne, and Angela Yen — representing a distinct Chance fragrance variant under the tagline "Choose Your Chance."
Eva Michon directed the Chanel Chance 2018 campaign. Michon worked with production company B-Reel Films to create four individual short films, each anchored by a circular-lens framing device that mirrors the round shape of the Chance bottle and was shot entirely on location in Venice, Italy.
The campaign features all four variants in the Chanel Chance collection: Chance, Chance Eau Tendre, Chance Eau Fraîche, and Chance Eau Vive. Each fragrance is represented by a dedicated short film and a specific muse, giving every scent equal creative weight across the series.
Venice provided a visually distinctive and culturally authoritative setting aligned with Chanel's prestige positioning. The city's architecture, canals, and light gave each film a sense of spontaneity and place specific to the Italian market, reinforcing the Chance collection's core idea that anything is possible.
The four muses are Selah Marley, Lily Newmark, Belen Chavanne, and Angela Yen. Each woman embodies one Chance fragrance through her individual personality and narrative within the films. Lily Newmark represents Chance Eau Vive, with her energy reflecting the scent's grapefruit and blood orange character.
The Chanel Chance 2018 campaign received a Clapboard Score of 74 out of 100. The score reflects strong creative coherence, an effective circular-lens visual device, and a disciplined multi-film format, with headroom remaining due to the absence of a sharper individual narrative arc and no publicly verified performance data.
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