Cassiopeia Productions
LEVI'S CAMPAIGN PRODUCTION PLAN
By:Â Jasmyn Scaramella, Ana Raluca Balbae, Valeria Rey, Kildine de Saint Hilaire, Christina Johantgen
OUR APPROACH The image will be shot in a studio, using a brick wall background and a darker one. The model will stand, in a rebellious pose, while holding a black mugshot board. Unless typical mugshots, the model will be shot full body. For post-production, a copy will be added. It will have the format of "I Killed..." adding a rebellious message that portrays what society blames millenials for. For example, "I killed traditional jobs".
Cassiopeia Productions
PHOTOGRAPHER
PHOTOGRAPHER'S ASSISTANT
ART DIRECTOR
MAKE UP ARTIST / STYLIST
LIGHTINGÂ
TALENT The casting team chose a male model aged 24, of Indian ethnicity in order to better portray the global message that Levi's wants to send across.
Cassiopeia Productions
LIGHTING SCHEME One frontal hard light and two soft lights on the sides to better control the shadows on the model.
Cassiopeia Productions
MAKE UP AND HAIR REFERENCES The model's hair will be tousled, with some locks falling on his forehead to portray a non-polished look. The make-up will be used to enhance his features, for that, contouring will be crucial. His cheekbones and jawline will be highlighted.
Cassiopeia Productions
STYLING White t-shirt Dark blue Levi's Jeans Urban white sneakers
Cassiopeia Productions
ART DIRECTION Mug shot board that the model will hold
Cassiopeia Productions
MOOD BOARD
Cassiopeia Productions
THANK YOU! Cassiopeia Productions