Storyboard

An advertisement will be shot to announce the collection. The advertisement will follow the key moments of a young girl from the moment she purchases the new Petites collection, while the jewelry will be the second focus, the advertisement will carry emotional value. A soft piano solo will play on the background. The commercial will be 20 seconds. Screencaps can be observed below. Model used will be Elle Fanning.

petites

The last screencap will show the above design; and an audio of Elle Fanning saying “Petites by Harry Winston. Witnessing joy since 1932.”

Objectives

Create a young image for the brand

Promote the new collection

Introduce Elle Fanning as testimonial and brand ambassador

Create emotional, soothing energy

Draw attention to the Harry Winston Hope Foundation

VM Groupe will be hired to oversee the creative needs of the productions. The services required will be “Storytelling, Art Direction,

Advertising, Digital Advertising,

Content Creation, PR Events.” VM Groupe specialises on fine jewellery advertising; and remains to manage many portfolios from luxury brands. Production will begin at the end of February. Production will take place in New York, starting from the iconic flagship store. Production will take 1 month to complete fully to be published.

Below variations will be produced. Short videos of the jewellery with Elle Fanning and Zendaya

Still visuals of the jewelry 1 19-second long commercial Stills taken during the commercial for promotion purposes Other stills taken to be shared with media agencies

TAGLINE : Witnessing Joy since 1932”