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HUGO
See Things Differently Treatment by Ryan Hope
INTRODUCTION
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Hugo fragrance for men takes the iconoclastic edge it’s known for and updates it with an incisive character. The new Hugo fragrance for woman uses the same vocabulary and simultaneously opens up the brand for reinterpretation. The duality of these two characters creates the contemporary Hugo identity. The Hugo Man and Woman are autonomous individuals within the campaign; yet, they are two sides of the same coin.
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CONCEPT From the outset, the concept is extremely simple, direct and
This unabashed contact makes the films bolder than models
concise: the flacon is the camera. The technique of using the
posing or playing roles to camera. Quite simply – it’s a truly
bottle as the lens, literally our viewfinder into the world of Hugo,
brilliant vehicle for connecting the viewer to the relaxed and self-
establishes a direct connection with the viewer. The unique and
assured world of Hugo.
unmistakable confidence, style and attitude of the Hugo Man and Woman are eye to eye with us.
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EXECUTION Seamless execution is absolutely critical to maintain an exciting level of tension. The technique of breaking the comfortable distance between model and camera is what makes the style slick. It allows the performers to be effortlessly cool – neither trying too hard nor going over the top. Due to the inherent concept, they have real actions and reactions with consequences. There’s no need to force vogueing or posing. The fact that they are =controlling our point of view already gives them an attitude of
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•• There are two key things in play in our execution: technical approach and cast performance. Over the following pages, I’m going to break down exactly how we’re going to do this.
••
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TECHNICAL APPROACH
Shooting
beautiful
demands
soft
wardrobe
choices
movement. a
great
A
level
standard.
black
white that
clean, of
cast
and light
create
crisp
contrast
white
dynamic
image will
and
set
with the
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The bottle is the camera, and we’ll use a special rig for the
Each move creates a refreshed image, and the difference
models to physically turn it. We all learned a lot from the test
between a few millimeters of action can drastically change the
shoot. It was a huge success from a technical perspective as far
composition. This was important, as we know the model has to
as ironing out our “camera turning” methods. We learned about
practice the action and perfect it all while delivering an effortless
how the perspective of reaching towards the camera affects the
performance – which is key.
aesthetic of the frame and how the hand placement affects the spin.
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CASTING
Casting
is
absolutely
critical
with
a
film like this due its raw photographic s i m p l i c i t y. Q u i t e s i m p l y – t h e s e f i l m s a r e a l l a b o u t t h e H u g o M a n a n d Wo m a n .
Although strong,
Hugo sharp
will and
always slick
demand
aesthetic,
a we
must look a little deeper here as we absolutely
need
a
certain
character
and
attitude with a youthful and modern feel. Warm
yet
self-assured
and
undeniably
f u l l o f p e r s o n a l i t y, o u r c a s t a r e p e o p l e you want to hang out with.
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CHOREOGRAPHER APPROACH
I want to have my choreographer on set at all times as an integral part of our team. Having an expert in movement on set worked incredibly well on the test shoot. With clear meetings beforehand, he can efficiently handle all of our needs on
performance,
allowing
our
creative
t e a m t o f o c u s o n t h e i m a g e o n s c r e e n . I t ’s a subtle touch I like to bring to fashion work, and one that works extremely well.
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TONE
Each film has an arc. The model first engages us
At the same time, there is warmth in their eyes. These
sim- ply by his/her look. We should think that before
are not cold, robotic, serious models. They both have
anything happens, the unique styling and edge already
self-confidence, personality and brio, and each will
take in the viewer. They should immediately appeal to
have his/her own way of interacting with the flacon.
us by nature of the cool factor.
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THE BOARDS
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She strolls up towards the bottle and taps it. As she does some super graphical bubbles appear at the top of the screen.
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Approaching the bottle she reaches out and rolls the bottle/camera side ways 90째 along its curved edge.
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She is being irreverent with the Hugo brand in a respectful, playful and stylish way. Cocking her head to the side to make eye contact with us, always staying totally engaged with the bottle.
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She turns the bottle back, always remaining totally engaged.
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She rotates the bottle 180 degrees away from herself. Revealing herself on the other side.
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She turns the bottle round to its original position, before reaching out she stares straight into camera, gives us a knowing look then picks up the bottle.
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She holds the bottle up to her eye, tilts her head and looks through the flacon as if it were a magnifying glass.
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Within each film we have a spin section that requires special
180째 SPIN: S TA N D O U T
APPROACH
attention. It is a key moment within our creative. Of course, we will execute the straight horizon line performance with a whole range of different actions, but I feel we can also push the c r e a t i v e e n v e l o p e h e r e s l i g h t l y.
20 1 8 0 ° PA N M O M E N T: ANOTHER HER
APPROACH
Our model turns the bottle 180 degrees away from herself to reveal ‘another her’ from a few feet further back, she’s standing holding a cool looking camera. We hold as she adjusts herself ready to take the shot and puts her eye to the camera. As she pulls the trigger and the flash goes off it initiates the slick 180 pan back on herself. I see this moment as adding another dimension to our film both visually and conceptually, therefore it’s vital we approach this in same slick and considered manner as our other moments. Also it’s important to mention that this moment should be very smooth with our pan almost working rhythmically with the music.
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1 8 0 ° M O M E N T: F R A M E R AT E S
I would love to shoot a few takes at a slower frame rate. We could well
Use of fans or even a trampoline to catch our model as she falls
want to draw on these extra frames in our 180’ stand out moment to
could be quite interesting for stunning imagery to juxtapose with our
bring some diversity to the edit. We can use them in an unexpected
loose and effortless moments.
manner, something more fashion-forward than usually seen. There is also something intriguing about ‘seeing things differently’ that says we should absolutely be executing some moments like this.
22 1 8 0 ° M O M E N T: LIGHTING DESIGN
APPROACH
I see our look being set with a definite solid lighting throughout to show off beautiful skin tones in a classic yet contemporary way. On our 180’, however, I would like to have the option to try several different lighting looks within a moment. This is typical in fashion filmmaking and something that can add real dynamic energy and be incredibly exciting visually. Silhouetting, flashing, and light strobing can give powerful moments of an unexpected nature.
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I think it’s important to focus on getting a few moments of definite
1 8 0 ’ M O M E N T: MOVEMENT
movement in this section. Our models pacing towards camera as we pan onto him/her with real vigour or even letting loose with some big and strong poses would be perfect.
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PERFORMANCE: HER
The Hugo Woman has a strong, defined personality. She’s not afraid to reveal hints of a warm side. Her presence is unshakable. Her tastes run the gamut of high and low art. We should be constantly surprised and amused by her whims with the Hugo bottle. She inspires this attitude of seeing things differently. Her cool appeal is effortless and authentic. She is herself, playful, coy, confident, and beautiful with easy confidence.
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PERFORMANCE: HIM
The Hugo Man emits edge and ego, but he’s not a narcissist. He is at home in his skin and in his mind. He is a seeker and a guide. He is handsome but not wholly classic. His features beg to be understood and explored. He provokes with strong silence, and entertains with minimal gestures.
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STYLING & GLAM The look of Boss is something that blends a contemporary forward thinking atmosphere with everything classic, sharp and clean. Using these parameters and bringing a youthful almost street edge is exactly where we want to be: progressive, distinctive and always unconventional. Fresh skin that looks naturally healthy and glowing only requires a few enhancements to appear dynamic under black and white photographic conditions. We should do some test shots for styling and make-up before shooting to insure the models have freedom of movement while looking tailored and sleek. They are instigating the moves of the camera, and everything happens in front of the lens. Every decision for hair, make-up, and accessories will have an impact.
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EDIT I see the edit being incredibly flexible in the suite once we’ve nailed the model choreography and hand placement for moving the camera. We will know where we can cut for seamless transitions from set up to set up, and we can shoot a lot of options for performance.
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EDIT We can also experiment with interruptive cuts along the more fluid edits to get a surge of energy like a dramatic twist. Simply by the technique we’re using, it could be that a single cut feels very powerful. We should also be able to edit a variety of cut downs for different venues.
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POST
APPROACH
For our grabbing the bottle moment, we will be using a highly sophisticated tracking technique as advised by our postproduction team to give a seamless grabbing/placing of the
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MUSIC & SOUND DESIGN
APPROACH
What I feel could inject some real personality here is if when our girl turns the bottle at any point – it changes the music. Almost like a dial on an old school radio. This could be great for showing how sound can make us see things differently too whilst using the Hugo bottle. It can be amazing if she puts a really bad track on then quickly switches it back. Maybe it doesn’t even change the track just filters the music with the high frequencies becoming muffled. I even love the idea of our girl grabbing the bottle as if it were a mic at one point, (we would need a decided lyric for this moment). The background suddenly changes so our audience sees the ceiling of a recording studio as she rocks out the tune.
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SUMMARY
Our
mission
is
two-fold:
a
reinvention
of Hugo Man that is a launch for Hugo Wo m a n . G o i n g t o t h e H u g o ro o t s t o d r a w from a youthful independent attitude that challenges the status quo, we will take this
criterion
into
every
creative
and
technical decision. The films should be outstanding and outspoken.