Fashion Advertisement Campaign
LXFM504-Visual Communication for Luxury Marketing Professor: Oscar Betancur Fan Feng Wei Liu Yuxian Wang
PROCESS
BOOK
PRODUCTION SCHEDULE
Statement Gucci not only opened up a new fashion style, but also breaking the traditional way of fashion. Retro aesthetics, "LOOK dismantling", multiculturalism, creative planning, artist crossborder cooperation , which attracted countless millennial generation and make Gucci become one of the most popular brand in the world.
“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
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 in uential brands in fashion, and Gvasalia give this brand new life. His blurring of the lines between the real and the fake is self-evidently a running commentary on the state we’re all living in. Some will doubtless nd something morally outrageous in this happening within a luxury brand.
BRAND RESEARCH “ Confident”
“ Can’t see the face”
“ Black and white.”
“ Quiet”
“ Passion”
C ONCE PT
C ONCE PT
" KEEP REAL"
MODEL: Olivia Knepshield PHOTOGRAPHER: Daniel Gold LOCATION:Downtown SCHEDULED: Feburary 2, 14:00 PM
1. Model sitting on ground 2. Model walking 4. Close up of models shoes with ground 5. Model standing front of vending machine 6. Model sitting on the fire extinguisher 7.Model standing in front of dirty wall 8.Model sitting on the stairs 9. Model standing in front of the mast 10.Model leaned against the fence
SHOT LIST
FINAL ADVERTISEMENT
Statement Louis Vuitton was a French box-maker and packer who founded the luxury brand of the same name over 150 years ago. From humble beginnings in the French countryside, Vuitton's skill, innovation and determination quickly saw his signature trunks coveted by the world's elite. Now, the house has expanded its offering to include bags, clothing, shoes, accessories and jewellery, making it one of the most valuable luxury brands in the world.
“I am watching the sea with my LOUIS VUTTION”
BRAND RESEARCH “I am in Afica with my LOUIS VUTTION”
“ I am travelling with LOUIS VUTTION”
“Me too”
“Traveling!”
CONCEPT
CONCEPT
The feeling of Louis Vuttion is that the elegant lady carries her suitcase in the world of adventure,so my concept is the adventure.
"Adventure"
PRODUCTS
MAKE UP
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