Director's Works
Stuart Weitzman, How Lovely To Be a Woman Matvey Fiks
Matvey Fiks is an award-winning director based in New York, known for his music videos, commercials, and films. His films have screened at the Locarno Film Festival and NYFF. In 2018, he was the recipient of The Webby People’s Voice Award for his documentary about photographer Daniel Arnold. His music video ‘Sky Breaking Clouds Falling’ for Mason Lindahl received Silver at YDA in 2021.
Stuart Weitzman’s newest campaign features global ambassadors Aly Raisman, Christy Turlington, Issa Rae, Lucy Liu, and Ming Xi celebrating womanhood when faced with challenges and expectations.
A celebration of modern womanhood, the message behind the campaign is underscored by the film's soundtrack, a remake of "How Lovely to be a Woman" from the 1963 musical "Bye Bye Birdie." By pairing the iconic lyrics and remixed melody with vignettes of the five multihyphenate women's lives, the campaign subverts the message of the original song and reclaims it as a celebratory anthem of women's empowerment, strength, and confidence.
Shot in 35mm, the film blends Stuart Weitzman's signature black-and-white studio campaign imagery with real-world and archival footage. This evolution of the brand's minimalist visual vocabulary reflects the multidimensionality of women today, who seamlessly and confidently move between the elevated and the everyday in their multifaceted lives.
