Lebanese Filmmaker Joseph Hanna Was Behind This New Jacquemus Campaign

Lebanese filmmaker Joseph Hanna has released a new short film in collaboration with Jacquemus for Mother’s Day, centred on his mother, Georgina, and a Jacquemus dust bag that has become part of her daily routine.

Based on a true story, the film follows the dust bag as it moves beyond its intended use as a protective cover. In Georgina’s hands, it carries eggs, stores fruit, and shifts easily between everyday tasks — small, practical gestures that reflect a habit of making use of what is available. “This story is dedicated to my mother, Georgina, my constant inspiration,” Hanna says. “Like every real mum, she never lets anything go to waste. That bag became a symbol of love, creativity, and turning anything into meaning.”

Shot with Hanna’s characteristically observational approach, the film stays close to these domestic moments, building a portrait through routine rather than narrative scale. The focus remains on process and gesture, allowing the object to take on meaning through use rather than design.