Luxury Advertisement Campaign for Gucci, Balenciaga, Louis Vuitton

Fashion Advertisement Campaign

LXFM504-Visual Communication for Luxury Marketing Professor: Oscar Betancur Fan Feng Wei Liu Yuxian Wang

PROCESS

BOOK

PRODUCTION SCHEDULE

Division of work Yuxian Wang: producer, modelling Fan Feng: art director, layout Wei Liu: post-production

Statement Gucci broke the traditional fashion styles by bringing back classical techniques. Intermixing timeless, iconic designs with today's trendy patterns have created a retro look, attracting countless millennials and making it one of Italy's most famous brands.

“Oh, fine, you do not want to buy GUCCI for me , l am leaving”

“ As you see, I am bitch and rich.”

“ I have a Gucci belt bag, yeah! l must be the king of the world.”

“ If you buy a GUCCI for me, I will love you until the end of the world”

BRAND RESEARCH

“ Just give her the Gucci , don’t you see that she gonna hurt me!”

CO N C E PT

CO N C E PT

GUCCI's advertistment also tell us a story, so my concept is about a movie from Wong Kar-wai called "In The Mood for Love," and the tone and atmosphere of the movie is quite consistent with the Gucci brand.

"In The Mood for Love"

PRODUCT

MAKE UP

Draft

MODEL: Maya Ash Williams, Isaiah Nazeem Oluwale Shaw, Xinyue Li PHOTOGRAPHER: Daniel Gold LOCATION: Sorrell Weed House (Ghost house) SCHEDULED: Feburary 3, 16:15 pm

SHOT LIST

1. Model sitting on chair 2. Model sitting on chair in light 3. Model standing with curtain closed 4. Close up of models shoes with carpet 5. Model sitting with curtains 6. All models by fireplace 7. Models on couch interacting and laying over one another 8. From below shot of models grouped together 9. Model sitting on couch leaning forward

FINAL ADVERTISEMENT

Statement Balenciaga is one of the most renown brands in today's fashion. Designer, Demna Gvasalia, overhauls the collection, blurring the imagery between reality and fantasy creating a reputation of uncompromising standards.

BRAND RESEARCH “ Confident”

“ Can’t see the face”

“ Black and white.”

“ Quiet”

“ Passion”

C ONCE PT

C ONCE PT

" KEEP IT REAL"

Draft

MODEL: Olivia Knepshield PHOTOGRAPHER: Daniel Gold LOCATION: 201 E Broughton St, Savannah, GA 31401 SCHEDULED: Feburary 2, 14:00 PM

1. Model sitting on ground 2. Model walking 3. Close up of models shoes with ground 4. Model standing front of vending machine 5. Model sitting on the fire extinguisher 6. Model standing in front of dirty wall 7. Model sitting on the stairs 8. Model standing in front of the mast 9. Model leaned against the fence

SHOT LIST

FINAL ADVERTISEMENT

Statement Since 1854, Louis Vuitton has created its iconic trunks to be easily stackable for voyages. Louis Vuitton further expanded their horizon with luxury trunks, leather goods, shoes, watches, ready-to-wear, sunglasses, and writing instruments. Furthermore, Louis Vuitton vigorously implemented collaborations to further progress and making the LV monogram one of the world's leading international fashion houses.

“I am watching the sea with my LOUIS VUITTON”

“Me too”

BRAND RESEARCH “I am in Afica with my LOUIS VUITTON”

“ I am travelling with LOUIS VUITTON”

“Traveling!”

CONCEPT

CONCEPT

The feeling of Louis Vuitton is that the elegant lady carries her suitcase in the world of adventure,so my concept is the adventure.

"Adventure"

PRODUCTS

MAKE UP

Draft

MODEL: Olivia Knepshield PHOTOGRAPHER: Daniel Gold LOCATION: 16 Huspah Baptist Churd Rd Seabrook, SC 29940 SCHEDULED: Feburary 2, 9:00 am

SHOT LIST

1. Model sitting under the tree 2. Model standing under the tree 3. Model standing with handbag closed 4. Close up of models handbag with the scraf 5. Model standing with the travel bag

FINAL ADVERTISEMENT

BEHIND THE SCENES

THANK YOU