Magdalena Atencio Stephanie Reese Himanshi Shah LXFM 740 Professor Oscar Betancur
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Ta b l e o f C o n t e n t s - Brand research - Marketing Strategy - Marketing Message - Target Market - Introduction - Logline - The Story - Perfume Bottle - Logo Design - Casting - Visual Style - Location - Wardrobe Styling - Hair & Make-up
- Lighting - Color Grading - Video Moodboard - Talent - Shot List - Storyboard - Production Schedule - Behind the Scenes - Photoshoot Results - GIFS - Poster - Video - Mockups
Brand research Balmain is looking to expand its customer base by launching a new unisex fragrance that represents the brand’s attitudes and lifestyle. It will succesfully introduce the new and only fragrance of the brand into the global market. The launch of the new fragrance is a calculated move that will not just increase the company’s target customer base, but also increase its fortunes in terms of sales revenue and profits. The expectation is that consumers will embrace the new product quite strongly compared to other competitors.
m a r k e t i n g s t r at e t g y To promote the new fragance we will integrate various media outlets to advertise the product in order to help improve brand awareness. To share our information we will focus heavily on social media such as Facebook, Instagram, Youtube, and Snapchat. Nevertheless, we will also use print ads in magazines that advertise a fashion and luxury lifestyle.
m a r k e t i n g m e s s ag e The brand will be portrayed in a sexy and altogether bold, typical Balmain look . This will help reinforce the already existing marketing message but also create further brand identity. The focus of the campagin will be on the new fragance but with a slight mysterious, elegant, passionate and relatable storyline.
target market A unisex fragance targetted at both males and females aged 18 to 40. Bold, sexy, with a flair and an interest in fashion.
INTRODUCTION
Balmain after having recalled all of their perfumes in the market will launch a new unisex fragrance inspired and in conjunction with the Spring/Summer 2019 collection. It will be the brand’s reintroduction of a perfume line into the global market.
logline
A true love story composed by an undeniable fragrance.
t h e s t o ry A young, elegant woman walks into a hotel lobby. She enters the lobby walking as if the world is her catwalk. As she makes her way past the reception, the camera zooms in on her face as she turns and looks over her shoulder. Slowly, she makes her way to the elevator, you can hear the sound of her high heels against the floor. The elevator doors open and she enters and turns.
A tall, handsome man wearing a well tailored suit enters from the opposite side of the hotel lobby. His walk is smooth and he has an air of coolness about him. He notices a particular scent and starts to speed up his walk following the captivating smell. He follows the fragrance to the elevator. Just as the elevator door is about to close he reaches to make it inside, just in time. The elevator doors close.
Once in the elevator the woman and man are pleasantly overwhelmed with the scent. They slowly start inching to one another and the attraction gradually begins to build. There is undeniable chemistry.
The door opens and surprises the couple. The woman exits the elevator first while glancing over her shoulder at the man. He captures the message to follow her and hand in hand they walk away. Camera shot zooms into the Balmain perfume on the rooftop bar of the hotel. The logo will fade into the frame. Screen goes black.
Perfume bottle For the actual design of the perfume bottle we will draw inspiration from the Spring/Summer 2019 collection. The collection has a lot of black and white and we want to highlight that throughout the video.
L O G O D e s i g n & H a s h t ag
#TOUSLESDEUX
Bad Boy
Femme Fatale
Casting
visual style Our visual style is very mysterious, dark, passionate and sexy. Given that the fragrance is unisex, we want to reinforce the attraction of the couple as a result of the fragrance. Like love at first sight, it is love at first scent.
l o c at i o n We will be shooting at the Perry Lane Hotel. The black and white tile floor, interior decoration and rooftop bar is exactly the kind setting we want to film our love story. It is the perfect combination of luxury, modern and vintage.
wa r d r o b e s t y l i n g Since this film is not about highlighting the wardrobe collection of the brand, we want to dress our actors in sleek black suits. These perfectly tailored suits are emblematic of the brand, and will enhance the video yet not take away from the story.
Hair & makeup Bombshell, old hollywood hair with natural makeup that accentuates the eyes.
lighting Spotlights add mystery to the storyline. Playing with light and shadow will also make the film more dramatic.
Color grading The video will be shot in black and white.
video moodboard
talent Art Direction Magdalena Atencio Stephanie Reese Himanshi Shah Director Michael Carvaines Models Sam Kim Kay Swain
shot list
s t o ry B o a r d
production schedule
FINAL VIDEO
poster
Photoshoot results
Photoshoot results
Photoshoot results
GIFS
I n s t ag r a m m o c k u p s
m ag a z i n e m o c k u p
billboard mockups
behind THE SceNES
merci