TRENDS RACE THROUGH THE MEDIUM
In the world of color, in the world of beauty, you often see
trends, and if you’re not up to the minute you can absolutely miss the entire
trend.”
Cultural identification becomes a methodology to identify the
seeds of emerging trends. Remakes the advertising industry as the relationship
between consumers and marketers evolves from a monologue to a conversation.
Digital and social media like Facebook,Twitter
and YouTube are making it easier to monitor what consumers like and dislike as
well as to spot actors, songs, fashions, movies, TV shows and cultural ideas has
become a tremendous breakout popularity. Online display, banner and search ads;
video clips; and material for the Web sites and Facebook fan pages of brands.
L'Odyssée de Cartier Discover the new Cartier film, a journey
between dream and ...
Luxury jewellery brand Cartier has launched a film called
L'Odyssee de Cartier, depicting the brands history featuring the panther, an
iconic animal for the brand.
The film shows the brands ‘history, its values and inspiration,
and its artistic scope’, featuring the panther walking through countries that
relate to Cartier’s heritage, such as France, China, Russia and India, where it
encounters vintage pieces from Cartier’s previous collections.
The film directed by Bruno Aveillan, also includes people who are
relevant to the brand’s story, such as Alberto Santos-Dumont, who Cartier
created the first modern wristwatch, and supermodel Shalom Harlow features, in
the film’s final scene to represent the spirit of the Cartier woman.
The three and a half minute film follows the iconic symbol of the
brand, the panther, around the world where he brushes with key moments and
locations from Cartier’s history. The campaign includes a microsite, odyssee.cartier.com, where visitors can
view the film in full, explore the jewelry associated with each setting, and
see behind-the-scenes film on film production and music.
The Cartier panther (three were used in filming) travels to St
Petersburg in the snow, to China where he comes face-to-face with a golden
dragon, to an Indian palace built upon an elephant’s back and filled with
glittering animal jewellery (many pieces of which reside in the Cartier
archive), before leaping aboard the wings of and identical replica of the
airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos
watch (first commissioned by the Brazilian aviation legend in 1904). The
panther finally lands in Paris, the birthplace of Cartier, on Place Vendôme where
he meets supermodel Shalom Harlow at the Grand Palais.
The L’Odyssée de Cartier campaign was developed at Marcel Worldwide
(Publicis),
Paris. Filming was shot by director Bruno Aveillan
via Quad Productions, Paris, with director of photography Patrick Duroux and
producer Martin Coulais, production manager Claudia Traeger, dragon designer
Stephane Levallois. Graphic sequences featuring Russia and China were by
François Peyranne. Post Production was done at Digital District,
Paris, by producers Mathieu Lauxerois, Nataly Aveillan, colorist Jean-Clement
Soret, editors Coralie Rubio, Fred Olszak, Anthony Ornecq and Rémi Nonne.
Music by Pierre Adenot was recorded at Abbey Road.
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