REBELLION
VIDEO CONCEPT VIKTOR & ROLF
VIDEO
“IN FASHION EVERYTHING
IS POS-
SIBLE”
CONCEPT Looking at generation z and how they’re now politically aware and have intuitive behaviour to voice and express their beliefs through forms of protest inspired me. Viktor Rolf initially utilised the rebellious behaviourism within their previous campaigns, adding an element of anarchy. The idea of combining the heritage of Viktor Rolf earlier advertisement, with the attitude of the youth would be an excellent method of building the attention of today’s society. The ideology of the campaign was to promote the fragrance in a different perspective showcasing a more aggressive undertone of utilising the scent as a weapon to express their rebellious side. I wanted to combine previous campaigns alongside new content, focusing on a political protest. I chose my model specifically on her appearance to have a contrast to the common gender association of women having long hair; it was the antithesis of this. I wanted the model to break down the gender stereotypes and having a more gender neutralised approach with masculinity energy and femininity combined. For the aesthetic of the campaign, i wanted to have a more fresh approach portraying it an unedited raw personal story. The fragrance advert storyline begins showing a young adult expressing her story of rebellion. Background music that was selected had an upbeat flow intensifying the story building. Overall I wanted the appeal of the video to be relatable to our society ongoing behaviour with youth now being apart of voicing their opinions. The idea of having a fragrance to assist you in the process seemed fitting considering viktor, and rolf already have aspects of militarism within their branding from equipping the description of the scent as a ‘weapon.’ Connotations of the phrase ‘weapon’ is typically associated with anarchy.
HOLLY MACKENZIE- POTTER
VIKTOR & ROLF