Bottega Veneta’s Reflections SS18 Campaign
Print is dying. Bottega Veneta are moving with the digital times. For their Spring Summer 2018 campaign the approach is to focus on moving image with a creative format they are calling REFLECTIONS. This makes up a 6 part anthology series with director Fabien Baron and several collaborators that will be released throughout the season.
The traditional ad campaign elements of a photographer and photo shoot were bypassed as the still photographs for the print campaign are extracted from the moving images, a technical feat enabled by a special camera with lenses customised by the films’ cinematographer, Academy Award nominee Philippe Le Sourd. Even the layout of the print campaign was approached in a cinematic fashion, using repetition of images, resembling a storyboard and serving, in a sense, as the movie poster for each corresponding episode.
In its new form, the Art of Collaboration will rely on a team of collaborators instead of a single voice translating the vision of Tomas Maier. The talents for SS18 include Fabien Baron, who directed the films; Academy Award nominated cinematographer Philippe Le Sourd, renowned set designer Stefan Beckman and for the first time ever producing a soundtrack for a fashion campaign, Johnny Jewel, producer and composer from the Chromatics and whose works have been used in a number of films including Drive, Bronson, Lost River.
The models—Vittoria Ceretti, Aube Jolicoeur, Sora Choi and Janis Ancens—were cast for their ability to convey emotion.
You can view Episode 1 & 2 below. (and still to come: Utopia, Rebirth, Aurora and Vertigo. We’ll keep you posted on those).