Snow Queen - SS 2014

Snow Queen S/S 2014 2x20” TV spots, 10” version of each a treatment by Carolyn Corben

A high end cinematic fashion film for ‘Snow Queen’ s/s 2014 that is aspirational yet attainable.

INTRO It was great to talk with you about this exciting campaign. I was really inspired by your brief to create a cool and classy, cinematic ad that shows off the clothes with beautiful , sensual imagery that is captivating and enigmatic.

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CONCEPT A beautiful ice-cool blonde, sexy woman in a simple stylish interior, shows off a stunning selection of spring/summer outfits by ‘Snow Queen’.

My favourite of the 3 options is Caroline Winburg.

The emphasis is always on our classy, sexy woman and the beauty of the clothes. The shapes, the elegant lines, the contrasting textures of silks and leathers; the details are all lovingly lit, framed and filmed to create a stylish and sensual film that oozes sophistication.

The soundtrack is “Goodnight Moon’ by Shivaree; its slow, sensual and enigmatic tones are matched by the camera movements, the images and the way they are edited together. As the emphasis is on the clothes there are more mid shots and details than vast wides.

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VISUAL STYLE The filmic style is luscious and cinematic. Our woman is the star of this film our veritable ‘Snow Queen’ and the camera just loves her. We drift up and around her body, caressing every inch of her silk clad torso, up to her decolletage and her perfectly made up face and the tumbling soft waves of her white blonde hair.

The lighting looks and feels like the best in high fashion photography. The cool natural daylight is combined with bounced artificial light on our woman so she has a highkey feel.

My feeling is that it should have a crisp, cool tone and mood; the whites would be more cold and bluish as opposed to warm.

The purpose of every shot is to show off the clothes.

Our focus is always on our woman, her actions and poses and her clothes. Other elements in the frame fall out of focus , which further concentrates our gaze on our woman.

I will film most of the action in slow motion. This will give us flexibility In the edit to combine these slow shots with others at 25 fps.we can then combine slow motion shots with others at 25fps.

The film cleverly combines the drama and quality of a high-end fashion shoot with a real sense of intimacy.

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ART DIRECTION We are in a white, stylish, classic interior with white panelled walls, tall double doors and large french windows. The interior is minimally dressed with elegant white furniture. These furnishings add to the elegant style and help set the right tone and mood. They will be carefully chosen and postioned in order for our woman to interact with. For example. our woman picks up some keys from a sideboard and places them in her handbag, or looks at her reflection in a mirror and smooths down her hair.

The all- white interior acts as a backdrop for the woman who stands out against it like a precious diamond.

The effect is subtle, delicate and tonal; her blonde hair, the beiges and pastel colours that she wears can still stand out and captivate our attention.

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Hair & make-up The hair and make-up should reflect current fashion trends without being extreme.

These elements Like the films as a whole need to feel aspirational yet attainable.

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approach Although there is no script or narrative I like the idea of seeing The real purpose of every shot is to show off our beautiful woman as she shows off the gorgeous collection of clothes. So, our woman do more than just ‘modelling’ the clothes. we would design these actions and shots around the clothes and As I see it our ‘story’ is observing this beautiful woman as she ‘kills accessories we want to feature. time’. We KNOW she is a model and is effectively ‘modelling’ but there is a bit more than just that; she is also a beautiful woman As it is not a story we do not need continuity from one shot to ‘living’ within this elegant setting. She is just doing normal stuff another, so can be free to feature as many outfits as we want. that is enigmatic: Looking out of a tall french window, looking This could feel like one day , or one week of time passing in the in a mirror to check her hair make up...walking through the daily life of our woman who always looks exquisite. apartment...sitting on a chair looking at a rose in a vase...picking up keys and putting them in her bag...lying on a chaise looking at I like the idea of doing some clever editing that shows of lots of a book/magazine.... choosing accessories etc. Is she waiting for clothes, and that is a little bit unexpected. For example we can someone to arrive? or what ? we never know and that is part of film our woman in the same position eg. leaning against a wall. the intrigue. We are captivated by her and her actions and want We film her performing the same action but in different outfits to create a story, where there is none. and then jump-cut or dissolve between them.

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We could also have some more dramatic shots. For example , our woman can elegantly spin in the centre of the room and on each rotation her outfit changes. As she walks towards us, beautifully framed by a set of double doors, her outfit changes every few steps. I have lots more ideas like this that we could discuss.

Our woman walks back and forth infront of the curtained windows, as she does her out fit changes.

We could add in some obvious modelling ...but like this woman is playing at being a ‘model’! Unaware that the camera is there she runs through a series of poses, or walks and poses and turns; as she does her outfit changes. This would allow us to show a

number of outfits cleverly in a short space of time.

The beauty of this approach is we can shoot lots of things and then have fun in the edit.

The execution here is key, as it is in the details that the ‘whole’ is achieved. The whole film will look fabulous because maximum attention has been given to every element within the frame. This is what I love to do, and what I think gives my work it’s particular visual style and I will design every frame, and every detail within it. Every shot and every detail is carefully considered, composed and combined to create this effect so that every frame exudes style and elegant sophistication.

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cool ice maiden but gorgeous, simple, elegant, delicate, subtle, enigmatic, beautiful , sexy, classy, cinematic

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Finally

I LOVE to be there every step of the way and am very ’hands-on’ from early in pre-production to the final days of post. I truly feel that any film I work on is precious and needs my 100% attention.

I am confident that together we can create some beautiful commercials and look forward to discussing and developing these ideas with you. I will be available at every step of the way to ensure the safe delivery of two truly captivating films.