/ Concept and Storytelling /
/ Art Direction and Production Design /
/ Set Design /
GOAL
This was the second time I’ve been working with Dsquared2.
After the great result of the first collaboration – see BAGS, here – the Milan-based brand called Senio Zapruder to shoot the video AD campaign for their glasses collection, produced by Marcolin.
The brand had already demonstrated to want to give great possibilities to the director and creative team’s own ideas. Their only request was that the product had to be keystone of the video. Coming out visible, clear, central.
CONCEPT & STORYTELLING
Starting from this point I came up with idea that all of the framings in the video should have been close-up of the glasses. But on the other hand, I still wanted to tell a story and settle it within a recognisable urban context. And that’s how the idea of the car and shooting though the rear-view mirror came to my mind.
The rest of the story was just natural consequence of these premises: he’s the spooky taxi-driver, she’s the lonely beauty. The reference to Scorsese’s movies is self-evident. He stops by, she walks into his life (car); he falls in love, we don’t know if she likes him too. She leaves, he’s broken.
I’ve been working side-to-side with the clients and the director to put together their views and create a mood and concept that could intrigue and interest both parts.
Ideas were presented as briefing booklets, where existing images and pictures have been used to transmit the language, while texts were describing the possible output.
Providing inputs regarding the styling, hair and make-up as also been part of my responsibilities within the project.
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