The LVMH brand worked with Paris-based creative agency Mnstr to create a short film with technology that has captivated the ad world

Advertisers and agencies continue to grapple with how rapid developments in generative artificial intelligence (AI) will affect their operations, from day-to-day concerns to more existential ones. And while often associated with the most tech-forward companies, generative AI has powered a new effort from a French luxury house that is nearly 200 years old.

To celebrate its iconic Flacon aux Abeilles fragrance, Maison Guerlain worked with Paris-based creative agency Mnstr to create a short film that looks back at the so-called Bee Bottle’s 170-year history and predicts an optimistic future 170 years from now. Premiered on June 12, “Born in 1853. Made for the future” is a two-minute piece that presents a seamless sequence of Bee Bottle-inspired images that morph with the shifting uncanny valley-aesthetic common in AI art.