SAINT LAURENT FASHION FILM PROJECT
LXFM 740 | VISUAL NARRATIVE FOR CONSUMER ENGAGEMENT | WINTER 2020 PROF. SARAH COLLINS BY FONDA GUO, LEAH JEON, XIAO CHEN, ZIYI WANG
TABL E O F CONTEN TS
EXECUTIVE SUMMARY
04
BRAND OVERVIEW
06
CUSTOMER PROFILE
07
STORY CONCEPT
08
MOOD BOARD
09
STORY BOARD
10
STYLING BOARD
12
CLOTHING OPTIONS
14
PRODUCT OPTIONS
15
LOCATION
16
SHOT LIST
17
MUSIC
18
SCHEDULE & TIMING
19
GROUP MEMBERS
18
CREW LIST
20
BTS
22
FINAL FILM
23
SOURCES
24
EXECUTIVE SUMMARY This project is to create a fashion film for Saint Laurent to attract target customers. We hope customers can feel that Saint Laurent is a luxury fashion brand that embodies Femme Fatale, Neutral, and Wild for women through our fashion film customers. Also, they can pursue the ultimate self through fashion. The fashion film is for digital and traditional advertising that features on Saint Laurent's website, social media platforms, and billboards.
04
05
BRAND OVERVIEW Saint Laurent, a French luxury fashion house, was founded in 1961 by Yves Saint Laurent and his partner, Pierre Bergé. The company revived its haute couture collection in 2015 under former Creative Director Hedi Slimane. In April 2016, Anthony Vaccarello was appointed as the Creative Director. Saint Laurent is currently under the Kering Group. Saint Laurent’s status as a leading fashion House is fully established and recognized, with a very distinctive identity and strong codes which perfectly identified and made relevant to our time. The brand now competes globally with high-end exclusive luxury brands and occupies a leading position in the sector. Saint Laurent designs and markets a broad range of men’s and women’s ready-to-wear, handbags, shoes, small leather goods, jewelry, scarves, ties, eyewear, and cosmetics.
06
CUSTOMER PROFILE
GEN Z 17-27 ALL GENDERS WORLDWIDE LOYAL TO SAINT LAURENT PEOPLE WHO HAVE STRONG PERSONALITIES HIGH TASTE HIGH SPENDING POWER 07
SAINT LAURENT REPRESENTS THREE DIFFERENT IDENTITIES FEMME FATALE NEUTRAL WILD ALL BELONG TO A SAINT LAURENT GIRL
SLOGAN: "PURSUE THE ULTIMATE SELF"
STORY CONCEPT 08
MOOD BOARD FEMME FATALE
NEUTRAL
WILD
09
STORY BOARD 1
2
Start with the logo
6
10
City view
7
3
4
5
Start with neutral identity
Hand smoothly touches
Highlight on the perfume
walks up the stairs (N)
the clutch bag (F)
(F)
8
She lays down feeling
She stares at the camera
the perfume scent (F)
(F-N)
9
She smokes (N)
10
Change to the other identity
She sits on a chair with
smokes (N-W)
a cigarette holder (W)
STORY BOARD CONT.
11
13
12
She holds a ysl high heel (F)
16
She is with a cat (W)
She holds a glass (F)
14
15
She stares at the camera (W)
Rooftop view (W)
17
PURSUE THE ULTIMATE SELF
SLOGAN: PURSUE THE ULTIMATE SELF
End with the logo 11
STYLING BOARD
12
FEMME FATALE
NEUTRAL
WILD
HAIR
MAKEUP
NAILS
13
CLOTHING OPTIONS
WILD A sexy leather vest paired with a leather jacket and animal-print wide-leg pants accentuates the wild look.
FEMME FATALE Silk outerwear with a sequined skirt inside can model the femme fatale character that catches people's attention.
NEUTRAL A set of a black suit can make the ultimate outstanding neutral temperament.
14
PRODUCT OPTIONS
BLACK KATE TASSEL LOGO BAG
SUNSET BAG
POLISHED METAL CIGARETTE HOLDER
LIBRE EAU DE PARFUM
OPYUM SANDALS IN PATENT LEATHER WITH BLACK HEEL
LOULOU EARRINGS WITH CHAIN TASSELS IN SILVER BRASS
15
LOCATION
FEMME FATALE 16
NEUTRAL
WILD
SHOT LIST
Location 1: Room
Location 3: High Museum
Shot 1: Close up to the model’s hand that softly stroke the handbag
Shot1: The model walks through the High Museum
Shot 2: Close up to the model holding a perfume bottle Shot 3: The model lies on her bed
Location 4: Rooftop
Shot 4: Close up to the model in a smoky room
Shot 1: The model smokes
Shot 5: The model holds a glass and leans against the wall
Shot 2: The model looks at the camera
Shot 6: The model plays with a cat Location 5: Corridor Location 2: Stair
Shot 1: The model walks through the corridor
Shot 1: The model stares at the camera Shot 2: The model wanders in front of the camera
Location 6: Dining hall
Shot 3: The model smokes
Shot 1: The model sits on a couch and holds a cigarette holder 17
MUSIC 18
SHADOW BY CH R O M A T I C S
19
SCHEDULE & TIMING
GROUP MEMBERS
20
F O N DA GUO
L E A H JEON
X I A O CHEN
Z I Y I WANG
Producer / Model
Content Creator / Transportation
Stylist / Makeup Artist
Content Creator / Line Producer
CREW LIST
XIAOYUE SHANG
ALEXIS CONTRERAS
GRAY MA
SIDHARTH SINGH
MEITONG YE
Director of Film Editor
Director of Photography
Director of Photography
Grip
Gaffer
21
22
BTS
FINAL FILM
https://youtu.be/wYw8rGnw5tk
23
SOURCES
https://www.fashiongonerogue.com/saint-laurent-spring-2020-campaign/ https://www.kering.com/en/houses/couture-and-leather-goods/saint-laurent/history/ https://www.macleans.ca/society/life/get-ready-for-generation-z/ https://www.clashmusic.com/fashion/saint-laurent-women%E2%80%99s-spring-19-campaign https://www.wonderlandmagazine.com/2014/04/09/saint-laurent-permanent-x-pre-fall-campaign/ https://bagaholicboy.com/2012/10/saint-laurent-introduction-campaign/ https://hypebae.com/2019/8/dua-lipa-ysl-beauty-fragrance-campaign-libre-perfume
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LXFM 740 | VISUAL NARRATIVE FOR CONSUMER ENGAGEMENT | WINTER 2020 | PROF. SARAH COLLINS | BY FONDA GUO, LEAH JEON, XIAO CHEN, ZIYI WANG