LXFM 740 - VIDEO CRITIQUE
IDÔLE EAU DE PARFUM
IRENE LAI APRIL 19,2021.
01
IDÔLE EAU DE PARFUM
PLOT WHAT'S HAPPENING?
STRONG NARRATIVE ARC?
It is a journey that brings Zendaya from place to place. She is on the horseback travelling through highways, riverbed, downtown boulevards, ending up on the hilltop to view different views in Los Angeles.
YES. This video has strong narrative arc.
02
Exposition
look into the distance uncertain emotion
Rising action
gallop on the highways and riverbed confident expression on her face
03
Climax
run into the downtown area get lost in the middle of intersection confused expression see the sunshine (a bean of hope) get motivated again and run
Falling Action
NARRATIVE ARC Resolution
run through the boulevard get more confident than before show the firmness in her eye smile again run onto the hill top
Overlook the view of Los Angeles Hold the perfume and raise it up (triumph) End up with CTA : I CAN, WE WILL. IDÔLE.
04
CHARACTERS
Zendaya Coleman The protagonist LANCÔME'S global Ambassador she is the female of bravery and firmness. IDÔLE is the French, means idol in English. Zendaya's IDÔLE is her future self.
Developing Character
White Horse The role supporting the protagonist to every place in the video A background yet critical character The company of the protagonist
Flat Character 05
IDÔLE Perfume Shows at the end with glistening feature
Static Character
PRODUCT
PLACEMENT
06
WHERE & WHEN Los Angeles : different scenarios like highway, downtown intersection, wild and hilltop
TARGET AUDIENCE Female Millennial & Generation Z independent individual
August 2019
CONTEXT 07
EMOTION Uncertainty Confidence Boldness / Wildness Independence Positive Firmness Powerful Triumph Novel Redefine the Feminism
CUES & ASSOCIATIONS Logo
Perfume case 08
COLOR
The colors use in pastel and warm tones to interpret the tenderness of feminism overall.
The scenes begin with gloomy so the colors tend to be greyish, but along the plot the colors shift to be bright and warm.
Peach-pink White Pink blue Butter yellow 09
SOUND
Background music : 'Unstoppable' sung by Sia Mood : empowering & passion
10
CTA "I CAN, WE WILL." - ZENDAYA COLEMAN
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https://www.lancome-usa.com/fragrance/by-collection/idole/idole-eahttps://www.youtube.com/watch? v=iFUjWbZNpUUu-de-parfum/LAN387.html https://www.youtube.com/watch?v=AOEKXdZ3Il8
https://www.fashiongonerogue.com/zendaya-lancome-idole-fragrance-campaign/ https://www.fragrantica.asia/news/%E5%85%B0%E8%94%BBLanc%C3%B4me%E7%9A%84Id%C3%B4le%E4%B8%BA%E4%B8%80%E4%BB%A3%E5%9D%9A%E5%BC%BA%E7%9A%84%E5%A5%B3%E6%80%A7%E6%8 E%A8%E5%87%BA%E7%9A%84%E6%9C%80%E8%96%84%E9%A6%99%E6%B0%B4%E7%93%B6-2037.html
https://www.luxurydaily.com/lancome-rides-with-empowering-fragrance-effort/
REFERENCE 12
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