Update: 15/3: Reflections is Bottega Veneta’s digital-first initiative that transfers the evocative power of moving visuals to print. The anthology of six short films form the basis of Bottega Veneta’s print campaign—stills from the films are artistically arranged in the ads to lend a cinematic effect. First launched in February with Mirragio and 196.6 MHZ, the series—directed by the acclaimed Fabien Baron—now continues with Utopia and Rebirth. Watch the two films below:
Original post 1/2: Fashion brands releasing short films to accompany their ad campaigns have almost become de rigueur. And with studies estimating that video content will capture 80% of digital traffic by 2020, it’s more important for brands to tap on the power of moving visuals to double the impact of static shots.
For the spring/summer 2018 season (and as part of its ongoing Art of Collaboration initiative), Bottega Veneta is rethinking the traditional process of print-first-video-later by producing an anthology of six short films, then extracting frames from the films to be used in their print campaign. It is a feat that turns the standard industry practice entirely on its head. “We have always told stories about our products and our brand,” explains Tomas Maier, the brand’s Creative Director, in a release. “The evolution of the Art of Collaboration enables us to reach and have a dialogue with the customer on his or her own terms.”
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This new method, which skips the requirement for a photoshoot, is made possible with advanced Panavision cameras that shoot each short film in super high definition. The screenshots are then arranged for the print campaign in a manner that also evokes the beauty of cinema.
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Titled Reflections, the campaign is conceptualised together with Fabien Baron, who also directed the short films with French cinematographer Philippe Le Sourd. “We’re pushing the bar. A few other brands are pushing the bar. But it’s just the beginning,” Baron adds. “This moving image moment reminds me of when MTV started. Then music videos became incredibly produced and visual commentaries of the time. I think this will happen with fashion and film; brands and I think everyone involved will take it up a notch every season.”
Here’s your exclusive first look at Miraggio, the first in the series of six short films which stars models Vittoria Ceretti and Aube Jolicoeur.