2016 SPRING/ SUMMER MENSWEAR
Black - an always looks
nd - white s modern.
- Karl Lagerfeld
CHANEL
TABLE OF CONTENTS
FASHION FILM CONCEPT MOOD STORYBOARD VIDEO SEQUENCE STYLING BEHIND THE SCENES
EDITORIAL CONCEPT MOOD & TONE ADVERTISMENT
WINDOW STORE FRONT STORE INTERIOR
Fashion film
CONCEPT The concept is to show the ideal Chanel men’s customer in action. Our target consumer is young, affluent and powerful. The video will show how he travels from the city to the luxurious yacht. An element of sports will keep with the brand’s edgy aesthetic and ties in with the women’s line as well.
MOOD & TONE The overall mood and tone of the video will be quite dark. Preferably, this will be shot on an overcast day with grey clouds. It is important not to make the video too sunny and happy, as that would negate the edgy mood that Chanel is known for. While it is important to show how the actor is rich and affluent, we don’t want him to appear as flashy either. The customer knows that he is powerful, but is humble and doesn’t show off either.
Scene starts in waterfront promenade
STORYBOARD
Actor enters running - back towards c Camera to shoot from the back, following behind the running actor.
Actor continues running down the sa Camera angle changes - shot from the
Actor continues running. Camera is now in front of the actor. Actor’s face is partially covered with h
e.
Actor walks towards the car. Wide shot - showing the buildings in the background and the flags.
camera.
Actor approaches car, opens the door, steps in and Actor grabs bottle of alcohol from the table. closes the door. Camera to capture a close up of the Camera to shoot hand reaching across and taking shoe entering the car. the bottle.
ame path. e side.
Car drives away. Camera to shoot car driving from Alcohol is poured into the glass. the side. Camera to turn and follow the car - seeing Close up shot of the alcohol poured in. it drive off into the distance.
hood.
Actor walks along the yacht docks. Camera to shoot from the front.
Actor steps on to the yacht.
Actor places glass onto a table and walks away. Table to have a black Chanel invitation propped up against a bottle. Narration: “Chanel.�
VIDEO SEQUENCE
STYLING
Simplicity is the keynote of all true elegance
BEHIND THE SCENES
BEHIND THE SCENES
Editorial
CONCEPT This campaign would focus on the casual sportswear men’s line for Chanel. Our target customer is an affluent and active young male that has an interest in multiple sports. We would shoot two different outfits: the first being a more activewear - something that could be worn while doing various sports. The other outfit is more casual- to be worn on the weekends and on holidays.
MOOD & TONE Keeping with the brand’s aesthetic, the mood would be quite dark. Light would be strategically used to highlight parts of the model and the garment. Shots would mainly be the upper and 3/4 body shots. For both of the outfits, we would be using the same backdrop to shoot.
Window
Success is achieved by don’t know failure is
often those who that inevitable.
- Coco Chanel
CLIENTS
MARLENE LOSBICHLER (LUXURY MANAGEMENT @SCAD) PAMELA ZHANG (LUXURY MANAGEMENT @SCAD)
PRODUCER
JENNY CHU (FASHION MARKETING @SCAD) CLARA SIM (FASHION MARKETING @SCAD) JOJO LIN (FASHION MARKETING @SCAD)
FASHION FILM
FASHION ILLUSTRATOR: JANET K (FASHION DESIGN @SCAD) PHOTOGRAPHER: ANAKIN YEUNG (PHOTOGRAPHY @SCAD) ILLUSTRATOR: WONG CHING (ILLUSTRATION @SCAD) MAKE UP & HAIR: GLOOMY KWOK (@KARENYIU.COM) VIDEOGRAPHER: MA YUE MODEL: TONY WONG EDITOR: PG CHING
EDITORIAL
MAKE UP & HAIR & BODY PAINT: JASMINE CHAN (@KARENYIU.COM) PHOTOGRAPHER: STEVEN KO MODEL: IVES LUI
WINDOW
LIGHTING & TEXTURE: RYAN NG (VISUAL EFFECTS @SCAD) 3D MODEL: WESLEY YAU (VISUAL EFFECTS @SCAD) & BONNIE LIU (INTERIOR DESIGN @SCAD)