To produce a campaign promoting a perfume for a fashion brand, which includes a moving image and an advertising still.
NOWNESS
NOWNESS is a digital video channel launched in 2010 by Jefferson Hack. Jefferson Hack is the founder and current chief creative executive. NOWNESS is a brand of LVMH, in May 2017, Modern Dazed ( a relatively new joint venture between China's leading luxury publisher Modern Media and UK's Dazed Media) acquired a majority steak in NOWNESS.
NOWNESS as a collective has one a number of awards:
2010 CLIO Award for Best Interactive Website
2011 Webby Award: Best Fashion Website
2011 WWD Japan Fashion Web Grand Prix Award
2013 Lovie Award: Best Interactive Video (Ballroom Battle)
2013 Lovie Award for Best Lifestyle Website
2014 Berlin Fashion Film Festival: Best Visual Effects (for shoppable fashion short, Mine All Mine)
2014 Webby Award: Best Cultural Website
2017 Webby Award: Best Cultural Website
NOWNESS has become well established within the industry and is often referred to as the go to site of inspiration and influence across art, design, fashion, beauty, music, food and travel. Their curatorial skills and approach to storytelling is unparalleled, it is no wonder the site has become so critically acclaimed within a short period of time. NOWNESS has many ongoing collaborations with up and coming talents, particularly emerging filmmakers. From series, to to special topics there really is something for everyone on this site.
AnOther Magazine
AnOther Magazine is an international fashion and culture bi-annual magazine. Founded by Jefferson Hack in 2001 under Dazed Media. The current Editor-in-Chief Susannah Frankel, joined in 2016 and had been the Fashion Features Director of the magazine since its launch and regularly contributes to Dazed & Confused since 1998. AnOther Magazine is known worldwide for its unique blend of high fashion and world-class photography, there is something for everyone as the magazine touches on anything between the arts and politics.
AnOther Magazine launching twice a year ensures every edition is unique, special and feels like a collectors item. The magazine started out and still to this day making sure they use emerging talents to create youthful, enticing visions from a range of designers, stylists and photographers. It has now become the most recognised bi-annual magazine in the world with stars such as Tilda Swinton gracing its covers.
Maison Margiela Replica
The Martin Margiela label was launched in 1988 by Margiela himself, a recent graduate of The Royal Academy of Fine Arts in Antwerp. Taking the fashion world by storm with his 1989 collection that challenged the true meaning of what luxury could be. Not only did the designer capture clothing in a whole new light, he crafted a collection of signature scents that went under the name Replica. Launching in 2012 initially consisting of 3 scents, it now features 13 Eau De Toilette‘s reminiscent of Margiela’s personal history. Each scent is inspired by specific memories of the perfumers who created them, Jacques Cavallier and Marie Salamagne, each scent aims “immediately to evoke a recollection.”
Comme des Garçons
Come des Garçons is a Japanese fashion label founded by Rei Kawakubo in Paris. The label began in 1969 and the company was founded in 1973. Famously breaking the rules within the fashion world Rei started to do so in the fragrance world too. Since starting to create fragrance in 1994 CDG now have 99 different scents, there is something for everyone. Taking a single scent and interpreting it in a multitude of ways. Each fragrance is formulated using only the finest ingredients, offering a unique alluring scent.
Issey Miyake
Issey Miyake is a Japanese designer, founding his own label in November 1971. Famous for his avant-garde clothing, exhibitions and fragrances Such as L’eau d’issey which has become his most well-known product. L’eau d’issey was his first perfume, released in 1992 and one is sold every 14 seconds! The scent was followed by L’eau d’issey Pour Homme in 1994, L’eau Bleue d’issey Pour Homme was introduced in 2004; and its evolution L’eau Bleue d’issey Eau Fraiche was introduced in 2006. Each year since 2007, Issey Miyake has brought out a limited edition fragrance for ladies, in which he brings in a “guest” perfumer.
Dilara Findikoglu
Dilara Findikoglu is a contemporary womenswear designer and founder of her eponymous clothing label. Graduating from Central Saint Martins in 2015, she has since set up her brand and had celebrities such as Lady Gaga and Madonna adorned in her creations. Dilara Findikoglu is inspired by her Turkish roots, Witchraft, Empowement, all things Victorian and Politics. Her designs range from latex looks to deconstructed Victorian inspired gowns.Her colour palette is predominantly black and red, strong, bold colours that are both seen and heard. Empowering women is her top priority as she goes by “ A Girl Can Do Whatever She Wants In Dilara Findikoglu.” Her target audience is strong independent women who aren’t afraid to wear whatever they want and shake things up.
Still photoshoot plan:
Location ideas:
For the location, I initially wanted to do the shoot inside an old church as I felt that would go with Dilara’s brand DNA. However, unfortunately due to Covid this was not possible, instead I am going to use the photographic studio.
Inspiration for the look:
Look plan:
Dilara Findikoglu red hat
Dilara Findikoglu Kybele necklace
Vintage black lace top
Vintage faux fur and suede skirt
Tights
Black heeled boots
Images from the shoot:
Here are my favourite images from the photoshoot, I have narrowed them down ready to start experimenting with different fonts and designs for the final still. I am really happy with how the look came together, it feels strong and fits in nicely with the brand DNA and values.
Here I was experimenting with different fonts to use on my still. I decided to choose the name ‘Saint or Sinner’ for the perfume, I felt this encapsulated Dilara in the most appropriate way. It would be a fragrance for women since female empowerment is so important to her.
At first I went with this image paired with the text in a box. I liked how it matched the colour of the hat and the logo, it all came together nicely. However, this image didn’t feel right so I decided to try again with my other favourite image.
This image worked better than the first, I think, the writing isn’t quite right however.
The text looks much better without the colour block behind, however it is too far to the left and “ the new fragrance for her” isn’t all that clear.
The different placement of the logo works better than previous, the text still needs some adjustments however.
The final still
I think it has all come together nicely, the logo placement feels right and the text is the right size, clear but not too intrusive.
Film piece
Here I had a look at all the different areas to consider and take in to account before starting my film piece. I think I will shoot different scenes, all coming back towards the look from the photoshoot. I am thinking of incorporating clips from churches, candles and lots of red and black. I am going to shoot it on my IPhone as I think it will be the easiest way so I can put it on to Adobe Premier Pro.
Film moodboard
Film Piece
Here is the final film piece. There were a few challenges as I had to isolate for 10 days and then I was ill after, so I ended up blending snippets from the studio shoot I had done before with clips I constructed from home. I played around with different transitions and filters to make the clips more saturated and therefore blend well together. I then added some gothic music I found on Youtube as the backing track.
This project has been interesting and challenging at the same time. I thoroughly enjoyed the research at the beginning, looking at different brands and perfume I liked to inspire me. Dilara felt like the perfect designer for me to include, I love her clothes, ethos and brand values. The studio shoot came out well and I enjoyed putting together the Ad campaign posters from that. When it came to do the filming, I was isolating and therefore had to wait a while to be able to create it. I am pleased with the outcome, if I could do it again there would be elements I would like to have changed but arguably I am pleased with the overall outcome.
Comments