French luxe brand Chanel announced February 16 that movie director Martin Scorsese has created a short film to promote an upcoming men’s fragrance.

The ads will feature French actor Gaspard Ulliel and will air worldwide in September.

Andrea D’Avack, president of Chanel Fragrance and Beauté, declined to reveal details about the scent, including its name.

“The ads have been shot – earlier this winter – in New York, the city which is so inherently part of Martin Scorsese’s cinematographic vocabulary,” he said.

“Chanel has a tradition several decades long of working with the most prominent movie directors in the world,” D’Avack said.

“To work with Martin Scorsese, who is one of the best, if not the best movie director alive today, is a privilege Chanel has been seeking for quite some time.”

Past cinematic Chanel pairings have included Nicole Kidman and Baz Luhrmann and Audrey Tatou and Jean-Pierre Jeunet, both for Chanel No.5 at different times.