ARMANI CAMPAIGN AD
I worked with Holly for this advert, we had to work in pairs and we decided to research about Armani. We chose a high end store because it was formal and elegant for the viewers, where as other stores would be quirky and less indulgent. The video includes both of us in it and we have applied a variety of props and objects to add to the scene, including a motor bike, clothing from the brand and the store on Regent Street to give an inside of what Armani is like and how they portray themselves as a successful company.
In this video, we wanted to change the Armani advert to something different, we wanted to make it cultural in London and have multiple sceneries during the advert. The video was set in three different places, Watford, Fingringhoe and Central London. London was our main place where we got photos and videos of the cultural buildings and adventurous roads and then we videoed from our houses the other looks. Holly used her garden with the motorbike and I used my balcony at home for good lighting to capture the clothing.
For me, I focused on the music for Armani because I thought that the music was what bought attention for various viewers, it was obvious Armani chose slow music because many of their adverts were sexual and flirtatious. This is where our advert was different because we came with a subtle approach to sexiness, there are occasional hair swings and jacket flicks over the shoulder but nothing explicit, we wanted to keep our viewers eyes on the clothing and not our body. The music we chose was “Annie Lennox – I put a spell on you” we chose this song because it went with the slow rhythm we wanted to portray and it also went with the foot steps of the beginning of the advert.
I chose to compare our video to an official Armani videos to understand a difference between what they do and what they could do if they wanted to, it isn’t always about the man and woman indulging onto each others body, although it does make it tense.
I also chose this brand because I had a couple outfits from Armani and they went with the black and white vintage look. We also chose to have it black and white because Armani adverts tend to be that colour, although I thought it gave an elegant and vintage look to the ad, especially as Armani isn’t a colourful brand... except their handbags!