Gucci Intrigue Brand Extension

INTRIGUE LXFM 740 Visual Narrative for Consumer Engagement Brandon Crocker | Shaniya Shabrach-Ortiz | Wesley Wu This is an interactive PDF

Online Version https://indd.adobe.com/view/ac6cb950-012f-4757-a16e-bca7a7350bf5

TABLE OF CONTENTS Introduction Product Gucci Fragrance Campaign Logline Title Design Story Location Color grading Style Camera Movement and Scene Music Video Moodboard Production Schedule

3 4 5 6 7 8 9 10 11 14 16 17 18

Script Production Design Shooting Schedule Shot List Target Market Marketing Strategy Marking Message Hashtags Product Photography Gucci Intrigue Fashion Film Mockups Credits Closing Page

19 21 22 23 24 25 26 27 28 29 30 34 35

INTRODUCTION GUCCI REED DIFFUSER Gucci Product Line Extension • Current relevant product: ◊ Home decor ◊ Candles

Scent

Floral

Marine

Chypre

Name

INTRIGUE FLOS

INTRIGUE MARE

INTRIGUE CYPRINO

Empty Bottle

PRODUCT

INTRIGUE

INTRIGUE

INTRIGUE

Label+Pattern

Colorful Reed

GUCCI FRAGRANCE CAMPAIGN

L O G L I N E Intrigue tells the story of Emilia and Roman. Roman has flowers delivered to his love, Emilia. Instead of being wowed by Romans’ gesture, Emilia immediately feels a connection with the delivery man. They share playful encounters in Emilia’s home, before Romans’ arrival. Once Roman arrives, he gazes into familiar eyes. As the scene closes, the audience is intrigued with the sensual trio.

S Y N O P S I S

In the past, Gucci has been known to use very simplistic titles that still send a strong message across to the viewer. This is something we wanted to continue within our title design. We chose Intrigue because it entices the audience and ties into our story line, how Emilia is intrigued by the flower boy, Dominic.

S T O R Y Intrigue tells the story of Emilia and Roman. Roman delicately chooses flowers for his love Emilia at a flower shop.

The man selling the flowers makes friendly relations with Roman. The extremely handsome floral man, Dominic, hand delivers the flowers to Emilia’s home on his bike. The gentleman rings the doorbell and waits on her doorstep with the flowers.

As the door opens, Emilia is surprised by the beauty of Dominic. She takes the flowers and places them on a stand near the door. She invites the gentleman inside and they immediately feel a connection. They share playful moments in the living space, bathroom, and bedroom.

As the film comes to an end, Roman comes home and sees Dominic walking down the steps. The two gaze at one another from across the room. A flashback scene occurs, where the audience finds out Roman and Dominic already knew one another and had shared a passionate kiss in the library. The scene ends with the three lying together in the bed.

L O C AT I O N

L O C A T I O N • Living Room-Cyprino • Bathroom-Mare • Bedroom-Floss

COLOR GRADING • Warm Tones • Vintage • Colorful • Middle-high Saturation

ST YLE

Emilia • Milkmaid Braids • Natural Makeup • Longer, Flowy Dress • Clustered Jewelry • Elevated Footwear

ST YLE

DOMINIC • Sophisticated, Put-together • Sharp Appearance • Neutral Colors in Apparel • Leather Loafers

ST YLE ROMAN • Element of Floral Print • Quirky & Fun • Whimsical • Colorful • Gold Jewelry • Casual Footwear

CAMERA MOVEMENT & SCENE

• Bird’s eye view/Track out • Flower boy lays on the girl • Lobby

• High angle/Crab right • Girl lays on the flower guy • Camera moves to the product

• Hero shot • Rack focusBackground is blurry • Shallow depth of field

CAMERA MOVEMENT & SCENE

• High angel • Floral • Flower boy walk into the house toward lobby • Plants and flowers on the floor

• Medium close shot • Marine • Playing in bathtub

MUSIC

• Mysterious • Crush on the girl • Happiness

• The girl sensual scene with the flower guy • The boy opens the door and sees them

VIDEO MOOD BOARD

PRODUCTION SCHEDULE

S C R I P T 1 EXT. HOUSE - EVENING 1 DOMINIC, 20s, a florist bikes in street with a bouquet in hands. He stops by a house. There’s a card along with the bouquet, written ‘For my love, Emilia. R.’ 2 INT. HOUSE - CONTINUOUS 2 Door bell rings. EMILIA, well-dressed, sweet, 20s, a little older and mature than Dominic, opens the door. Dominic hands the bouquet to Emilia. They make an eye contact. Dominic soon falls for Emilia.

Emilia invites Dominic into the house. Emilia takes the bouquet from Dominic and drags his hands. They happily run upstairs. Some petals drop on their way.

3 INT. LIVING ROOM - LATER 3 Emilia throws the bouquet up to the ceiling. Petals drop and shower Emilia and Dominic. They hug each other and take a spin.

4 INT. BATHROOM - LATER 4 The fragrance of Gucci Reef Diffuser(Marine) fills the space.

S C R I P T 4 INT. BATHROOM - LATER 4 continued.

Through the mirror, Emilia and Dominic show in the mirror. Emilia plays Dominic’s hair and hands over a glass of wine to him. She turns to the other side and takes off her dress. The blush shows on Dominic’s face.

Dominic puts down the glass beside the Gucci Reed Diffuser(Marine). Emilia starts showering. Dominic follows her to the shower. Their shadows show from the glass of wine. They touch each other with the water showering on them.

5 INT. BEDROOM - MOMENTS LATER 5 There are petals on the bed. Emilia lies on the bed with her eyes closed.

6 INT. ENTRANCE - MOMENTS LATER 6 Dominic walks down from the second floor, ROMAN, 20s, looks older than D, opens the door. Roman looks up to Dominic. Dominic takes off his hat and takes a bow to him. They make eye contact.

FLASHBACK STARTS. 7 INT. LIVING ROOM - EVENING 7 Dominic and Roman sit in a couch, cuddle together.

P R O D U C T I O N

D E S I G N

Living Room: In the living room, we needed to add more items to this space. Our idea was to fill the room with plants and flowers, big standing lamps, mirrors, and vases.

Bedroom: For the bedroom, we wanted to convey a romantic mood. Our suggestion was to add things on the top of the drawer; possibly flowers from the bouquet, a telephone, candles, and little trinkets.

Bathroom: Our plan for the bathroom was to fill the room with greenery, tons of flowers, a bottle of wine, glasses, smoke, and towels.

GUCCI INTRIGUE

Producer: Wesley Wu Director: Sharon Huang 1​st​ Assistant Director: Tianli Liu

DATE: 13/10/18 Day 1 of 1

CALL TIME 6:00 AM

WEATHER: Sunny High 82 Low: 63 Humidity: 10%

First Aid kit and fire extinguisher at the craft table.

Check grid for individual call times

Production Office 12008 Middleground Rd, #N3 Savannah, Ga 31419

LOCATIONS # Location 1 House

LUNCH 12:30

Nearest Hospital to Set

Urgent Care 24/7 - Historic Savannah 210 Fahm St, Savannah, GA 31401

Address 13350 Highway 129, Claxton, GA

Parking Parking Lot

Scene and Description

Contact

Cast

Pgs

Loc

TOTAL PAGES

# 1.

2.

3.

Cast Ryan Smith Andres Figueroa Daniel Roa

Extras/Background N/A

Transportation Self - Transportation Craft – Hot & Ready @ 1:25 Catering subway lunch pizza hut dinner SET REQUIREMENTS Props: See Props List Special Effects: N/A Vehicles: N/A Wardrobe: On set Makeup: On set Set Dressing: Minimal Animal Wrangler: N/A Stunts: N/A

WRAP TIME: 11:00 PM

Role Dominic Roman Emilia

Call Time 7:00 9:00 8:00

Pick Up Time

MU/WD

Set Call 9:00 10:30 9:30

SHOOTING SCHEDULE

GUCCI INTRIGUE FASHION FILM- Shot List 12 Oct. 2018 - 13 Oct. 2018 Shot No.

Location

Action

Type

Camera Movement

Slowmo

Lighting

Actors

SCENE 1 1A

Dominic, 20s, a florist bikes in avenue with a bouquet in hands.

He rings his bike bell.

1B

Bike into frame, stops. shows bouquet and the card in Dominic's hands. Dominic looks up to the house.

-> He goes press the door bell. Emilia opens the door.

-> Dominic hands in the bouquet.

-> Smile on Emilia's face.

-> Emilia grabs Dominic's hand and leads him into the house

EXT. HOUSE - EVENING

Wide

MS

Follow Dominic Steadicam Tile up to Dominic's face -> Steadicam goes when Dominic walks to press the bell -> OTS to show Emilia opens the door, Dominic hands in the bouquet -> CU to Emilia's face -> OTS from Dominic, follows Dominic into the house

Dominic

Dominic, Emilia

SCENE 2 2A 2B

INT. ENTRANCE CONTINUOUS

Bouquet in Emilia's hands shaking when thery are running Both of them run upstairs

CU bouquet

Handheld

Dominic, Emilia

FS/LA

Tilt up

Dominic, Emilia

Wide/HA

Handheld

Dominic, Emilia

MS

Handheld

SCENE 3 3A

Dominic throws the bouquet up to the ceiling.

Petals drop and shower Emilia and Dominic.

They hug each other and take a spin.

3B

Dominic throws the bouquet up to the ceiling.

Petals drop and shower Emilia and Dominic.

They hug each other and take a spin.

3C

Dominic and Emilia hug and make a spin

CU Emilia

Handheld

Emilia

3D

Dominic and Emilia hug and make a spin

CU Dominic

Handheld

Dominic

4A

Through the mirror, Emilia and Dominic show in the mirror. Emilia plays Dominic's hair and hands over a glass of wine to him.

MS

Pan to the mirror

Dominic, Emilia

4B

Emilia hands over a glass of wine Dominic's eyes follow when Emilia hands over the glass of wine (Blue diffuser)

CU hand - MS OTS Dominic

Steadicam (handheld)

Dominic, Emilia

Handheld

Dominic, Emilia

SCENE 4

SHOT LIST

INT. BATHROOM - LATER 4C

Emilia hands over a glass of wine, she turns to the other side and takes off her dress, gets OTS from Dominic left to right into the tub

4D

Dominic sees Emilia takes off her dress. The blush shows on Dominic's face. He follow Emilia

4E

Dominic shirtless, showering with Emilia

5A

Emilia sits with the pink diffuser by the window, looks outside. and leaves

WS/EL

There are petals on the bed with her eyes closed.

MS/HA

ECU eyes

Tilt up

Dominic, Emilia

MS-CU

Dolly in

Dominic, Emilia

Still

Emilia

Pan or Tilt

Emilia

SCENE 5 INT. BEDROOM - MOMENTS LATER

5B

SCENE 6 6A

Dominic walks down from the second floor, ROMAN opens the door.

OTS from Dominic

Tilt down

Dominic, Roman

6B

Dominic walks down from the second floor

FS, Roman POV

Tilt up to Dominic

Dominic

MCS-CU

Dolly in

Dominic

CU

Handheld/Pan

6C

INT. ENTRANCE - MOMENTS LATER

Dominic takes off his hat and takes a bow to him. They make eye contact.

6D

Dominic's hand leaves the handrail

6E

Roman looks at Dominic

MS-CU

Dolly in

Roman

FS/LA

Still (Zoom in in post)

Dominic, Roman

MS

Steadicam pan from Roman to Dominic

Dominic, Roman

MS/Profile Dominic and Roman

Rack focus from Dominic to Roman.

Pan

Dominic, Roman

MS

Handheld/Steadicam follow Dominic walks to the door. Dominic closes the door. Camera tracks back to their 180-> 50-50 -> Rack focus to the diffuser on the shelf

Dominic, Roman

SCENE 7 7A

Dominic and Roman sit in a couch, cuddle together.

7B

Dominic and Roman read books, Dominic looks to Lucas

7C

Dominic looks at Roman, Roman looks up to Dominic. Roman gets closer to grab the book in Domonic's hands

INT. LIBRARY - EVENING (Flashback)

Dominic chases after Roman and stops him before he gets of out the library. Dominic closes the door and leans to it. Roman kisses Dominic.

7D

SCENE 8

8A(5A) 8B

INT. BEDROOM - EVENING

Emilia lies in the center of the bed. Dominic comes into frame, lies down at her left side.

Roamn lies down at her right side. Three of them close eyes and fall asleep.

Through Gucci Reef Diffusers (pink, blue, green), three characters lie on bed.

FS/HA

Blur to focus on Emilia -> Handheld

ALL

MS

Pan

ALL

Props

Notes

Photoboard

T A R G E T

MARKET SPACE

• Both Male and Females • Age: 25 - 45 • Have stable job and high income • Focus on quality of life

M A R K E T

MENTAL SPACE

• Young Families • Women who live alone, but are still extremely successful in their fields

M A R K E T I N G

S T R A T E G Y

Our marketing strategy will be using social media as the primary medium and fashion magazines and billboards as the secondary medium. The social media platforms we will be focusing on are Facebook, Twitter, Instagram, and Snapchat. The overall objective is to create awareness of our new product on all platforms to reach our mental and market space. We will also be promoting the diffusers on our website to increase click through rate and make interesting content easily visible.

Digital is one of the most prominent ways to reach the target demographic however, we also want to include print into our strategy. We will be posting ads in fashion magazines, as well as having a formal article written about the concept and diffusers, as a way for our customers to connect to the product.

Our out of home strategy is incorporating billboards. The billboards will be strategically placed in heavy traffic metropolitan areas. Here we are able to reach a large audience, as well as our target market.

M A R K E T I N G

M E S S A G E

The goal behind this brand extension is to expand the Gucci home decor line and create new products and advertisements. The big idea behind Gucci reed diffusers is “Identify and en-soul your home.� The marketing message is it will add value not just in your home, but also your everyday life.

This will be a great addition for young families looking to purchase decor for their house.

H A S H T A G S

As mentioned earlier, social media will be our primary medium in our marketing strategy. We also plan to use 7 hashtags as a way to create a strong social media campaign and presence. The hashtags are #gucciintrigue #guccihomediffuser #cyprino #mare #flos #guccidiffuser #intriguediffuser.

P R O D U C T

P H O T O G R A P H Y

C R E D I T S INTERNAL TEAM

Producer -Shaniya Shabrach-Ortiz, Wesley Wu, Brandon Crocker Fashion Direction /Styling- Brandon Crocker Production Design - Shaniya Shabrach-Ortiz, Wesley Wu, Brandon Crocker Hair/Makeup - Wesley Wu Casting - Shaniya Shabrach-Ortiz, Wesley Wu Product Packaging - Brandon Crocker, Maria Osorio Story Concept - Brandon Crocker Project Concept / Strategy - Yaxin Tian, Bingxin Li, Ming Yang

EXTERNAL TEAM Director -Ching-Hsien Huang 1st AD- Tianli Liu DP- Li Zeng 1st AC - Chen Du 2nd AC - Zhidong Yi Gaffer- Li Zeng Grip - Junyan Chen Dolly Grip - Yuchen Zhou Steadicam Operator- Yuchen Zhou, Li Zeng Editor- Ching-Hsien Huang Production Designer- Ching-Hsien Huang Colorist - Chen Du Production Assistant - Bohan Yang, Lei Wang, Qian Li, Yuki Su Photographer - Daniel Roa Writing Advisor - Kendall Shepard Models - Andres Figueroa, Ryan Smith, Athena Leon,

INTRIGUE

THANK YOU!