Who defines luxury? And is luxury for me, actually, also what it is for you? As a consistent further development of the previous campaign, the new flagship product Premium 2 of the Womanizer brand is staged in a loft that is only vaguely hinted at. The message is clear: block out everything around you, lose yourself in the moment and focus entirely on yourself. That is true luxury.

That's why the three protagonists and the toy take centre stage. The minimalist, high-class setting creates the stage for this. The spherical and not really tangible surroundings, the high-quality furniture, the sensual surfaces underline and emphasise this moment. Typical male-gazing shots, for example looking down on the protagonist from above, were deliberately avoided so as not to take away from the female empowerment associated with the theme.