DROOL's Jasper Cable-Alexander Carries the Heritage for Moëhr
Moëhr, the historic fragrance house originally founded in 1881 at the Grand Hôtel de Monte-Carlo by perfumer Nestor Moëhr, opens a new chapter under the direction of brothers Vincent and Nicolas Poylo. Revived after years of research, the house reclaims its place in contemporary perfumery with a distinctive creative vision rooted in heritage and craftsmanship.
To mark the release of its Eaux de Parfum collection, Moëhr unveils its campaign film, Carry the Heritage, shot in Monaco and directed by Jasper Cable-Alexander from DROOL Productions. This inaugural manifesto introduces the Moëhr universe through a colourful, theatrical, and mischievous short film. The film stars Lilou Ruel, world champion freerunner, whose recent appearance in the Paris 2024 Olympic Games opening ceremony brought her to international attention. She is joined by a cameo from Mauro Colagreco, the three-Michelin-starred chef and leading figure in haute gastronomy.
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The narrative follows a bellhop at an imagined Grand Hôtel de Monte-Carlo, tasked with delivering a fragrance to hotel guests. What begins as a composed act of service quickly transforms into a dynamic and unexpected journey, as the bellhop reveals herself to be a fearless stuntwoman. Blending elements of delivery, chase, and physical comedy with subtle nods to silent film traditions, the film captures a tone that is both elegant and playfully irreverent.
Vincent Poylo, Founder, Moëhr says “Moëhr blends a subtly burlesque spirit with the elegance of historic hospitality, shaped by our upbringing in a hotel. That perspective guides a refined yet playful approach to creating short, collectible fragrances inspired by the house’s original mission. We bring our imagined Grand Hôtel to life through a cinematic visual language drawing on architecture, gastronomy, and a whimsical mix of vibrant colours and characters. At its core, Moëhr is about playful storytelling and unexpected collaborations with artists and athletes, creating rich, detail-driven content rooted in genuine creative relationships.”
Jasper Cable-Alexander, Director, DROOL Productions says “It was so much fun to create this concept with Moehr, from the start they wanted to give the film a light hearted playful tone and I could build their new visual world, which is what I love doing most. What starts out as a simple task turns into this little chase, kind of funny, a bit strange. Like those old silent pictures where everything’s moving but nobody’s explaining anything, I love that balance where something can be playful and strange at the same time, without ever needing to explain itself, and you end up with a nice feeling at the end of watching it.”
CREDITS
Production Company: DROOL @droolprods
Director: Jasper Cable-Alexander @jaspercablealexander
EP / Co - Founder: Genevieve Sheppard @geneshep
Co - Founder: Freddie Powell @freddiepowell100
Producer: Zara Trott @zaratrott
Director of Photography: Charlie Knight @charlie_knight_
Starring:
Bell Women: Lilou Ruel @lilouruel
Chef: Mauro Colagreco @maurocolagreco
Hotel Guest: Vincent Poylo
Hotel Guest: Nicolas Poylo
Moehr
Vincent Poylo
Nicolas Poylo
Lorenz Georgi
With the participation of
Bianca Ostini
Alessandro Bini
Special thanks to
Julia & Mauro Colagreco
Mirazur family
Vik family
La Riserva di Castel d’Appio
Camera Assistant: Felix Wildey @felixwildey
MUA: Laurie Feligioni @lauriefeligioni
Marshall Street Editors @mse.tv
Editor: Becca Spaven @beccaspavenedit
Socials Editor & Edit Assistant: Owen Fitzpatrick
Offline Producer: Lola Cookman @lola_life
Selected Works @selectedworks.tv
Colourist: Nielsen Bohl @_nlsn_
Colour Producer: Hannah George @hannahrosegeorge
VFX Artist: ACE @
Harbour @harborpictureco
Sound Design and Mix: Tom Keats @tttkeats
Audio Producer: Phoebe Baltazar
Special Thanks
@emmyland
@kodak
