2008: Francesco Vezzoli’s faux fragrance commercial “Greed,” starring Natalie Portman and Michelle Williams, and directed by Roman Polanski. “Lately the art world has become a place where there is a lot of effort to create desire, so I thought Greed”—the name of the scent—“was an appropriate theme,” Vezzoli says. He recruited Portman and Williams because they’re “two A-list celebrities who have never endorsed a perfume,” he explains. “Natalie plays the good girl and Michelle plays the greedy one, and they start having a catfight over the perfume. They bite each other, pull each other’s hair, throw themselves on the floor, and all of that is filmed by Polanski in his epitomizing style.”