Bio & Product
The brand was founded in 1854 by Louis Vuitton on the Rue Neuve des Capucines in Paris, France and was specialized in the production of trunks. Thus, one of the inventions that immediately distinguished Louis Vuitton from its competitors was the waterproof canvas that allowed the suitcases to be put outside the carriages without getting wet. Another revolutionary idea of the brand was the introduction of the flat-bottom trunks, in opposition to the curved-bottom ones on the market, which significantly reduced their weight and made it possible for the luggage to be stack on top of each other. The company presented their invention in the 1867 Universal exhibition in Paris and had a large success, to the point where almost all luggage makers started imitating its designs. After the death of his father, Georges Vuitton began building the brand into a worldwide corporation and one of the first steps was the introduction of the signature monogram canvas, presented in 1896. By 1913, the Louis Vuitton store opened on the famous Champs-Élysées. In the years to come, Louis Vuitton had collaborated with famous artists and designers, becoming one of the most valuable brands in the world. Moreover, in 1987, the most powerful multinational luxury goods conglomerate LVMH was created. Currently, the estimated value of Louis Vuitton alone is US$ 23.4 billion. (Louis Vuitton: online)
The Capucines handbag, with its name, pays the tribute to the first store ever opened. The shape of the bag is classic yet effortless, meaning that it can be worn day and night, casually and for a special occasion. Moreover, the bag comes in many different colors and leathers, making sure that each woman will find her perfect one.
Concept & Objectives
The objective of the project was to create a video campaign that would emphasize the timeless aspects of the brand and the idea that the designs of Louis Vuitton cannot be constrained by the frames of time. It is known that the brand supports art, has its own foundation and participates in artistic events like the Design Week, etc. Therefore, the main idea behind the video was to show the bonding between fashion and art and since the opening of the first store dates in 1895, the epoch ties perfectly with the rise and popularity of the Impressionist movement, which took place in the middle of the 19th century and was spread by the artists like Manet, Cézanne, Degas, Renoir, Monet, and Gaugin. Just like a piece of a puzzle, a bag from Louis Vuitton fits perfectly in one of the most known impressionist masterpieces, “Le Déjeuner sur l’herbe”, created by Édouard Manet. The chosen shade of the bag is called “Tournesol”, which is a combination between yellow and orange, making the accents on the painting of the same color stand out more.
It is important to add that the chosen concept goes in line with the brand’s character because of its latest collaboration with a famous American contemporary artist Jeff Koons, called “Masters”, released in the beginning of May, also experiments with the eternal pieces of art. However, while in this collection the art pieces of Leonardo Da Vinci, Rubens, and other painters are placed on the bag, the idea presented is the direct opposite. Thus, it is rather the bag that is inside the work of art.
Target & Event
The target of Louis Vuitton is always orientated towards the audience that is interested in arts and has an elevated lifestyle, which gives a perfect reason to present the video during the exhibition of the Impressionist art in Palazzo Reale. The video campaign will hold its exclusive preview then, previously introduced via teasers on various social media platforms. The guests of the “Art Is Love” event will be guided through the exhibition and presented to the new colors of the Capucines bags, followed by a gala dinner. The public will be informed on the social media about the official release of the video and be invited to visit the exhibition.
Work In Progress & The Music Choice
The initial step of the project was to cut the poster into equally sized trianglesf so that they would resemble a mosaic. The action itself was then filmed in the studio, where the camera was always placed high up, giving the footage a “bird’s eye view”.
Photos from the shooting
The music chosen is from an English contemporary rock musician, Jamie T, precisely the instrumental version of his song “Sheila”. The modern beat of the song fits well the puzzle effect of the video and contrasts with an “old” painting.
Storyboard & Video Dynamics
Video Script
The video begins with the fade from white, where, with a mosaic effect, appears “Louis Vuitton presents”. Then the viewer sees some pieces of paper falling down, shot at the eye-level and then from the high angle. The following filming technique makes the action look the most realistic because it gives the viewer an effect of witnessing the motion. A hand then swipes the pieces to the right, outside the frame, leaving the screen white.
As the beat of the music begins, the hand starts to assemble the puzzle that is made out of triangles. Eventually, the viewer understands that the pieces make up the painting “Le Déjeuner sur l’herbe”. The motion is sped up in After Effect in order to give the video more dynamics. However, the last piece of the puzzle that is put in has normal speed, so that the viewer can see that it contains the Capucines handbag. As the hand moves out, the flash appears on the screen, synchronized with a sound effect made by a camera, and the video cuts to the full painting that has no more splits in it.
Further on, the painting fades out and only the handbag remains, slowly enlarging and becoming the protagonist of the screen. The bag changes colors and every other image has the mosaic effect on it, which ties the idea back to the puzzle made with the painting. Simultaneously, the writing appears above the bags, saying, “For all times” and “Art is LOVE.” The following choice of text reemphasizes the connection of the brand with arts and states the fact that the products of Louis Vuitton are always relevant. Following, the only thing remaining on the screen is the word “LOVE” that is enlarging and the letters “L and V” make a counter clockwise turn to add a playful touch. Lastly, the “O” and the “E” fade out, while the “L” and the “V” merge together, creating the logo and a graphically beautiful conclusion to the video. The video ends with credits.
Tweet
Facebook Post
Channels
Since the tweet is restricted to 120 characters, it is important to keep it brief and formal. However, the Facebook post is meant to have a more relaxed voice and be rather emotionally appealing to the target audience than solely informative. It is important to remember the importance of visual elements in the form of photos as well as hashtags that help to make the post easily searchable. Lastly, it has more potential to release the video on Facebook and Instagram due to the fact that it only lasts 53 seconds and the content of this length is not suitable for YouTube. Moreover, the media channels of Louis Vuitton have a large audience and by releasing the video there, the possible customers can be guided to the company’s website, where the video will be put too, alongside the new collection.
Press Release
LOUIS VUITTON X PALAZZO REALE
For All Times: Art Is Love
Discover a breathtaking collaboration of Louis Vuitton and Palazzo Reale, presenting the masterpieces of Impressionism and the new line of Capucines handbags.
Milan, May 27th, 2017 Palazzo Reale is hosting an exclusive event organized by Louis Vuitton to celebrate its Capucines collection. From 6 pm the guests will be guided through the masterpieces of art and given the exclusive preview of the new colors of the Capucines bags, followed by a dinner at 9 pm. The highlight of the evening will be the presentation of the new video campaign for the occasion. Louis Vuitton is sponsoring the exhibition dedicated to the genius impressionist Édouard Manet and his contemporaries, which will be opened to the public from May 28th till July 10th.
“L’art du voyage” is the ultimate statement of Louis Vuitton; therefore this time the brand has organized a voyage into the arts and the modern Paris of the 19th century. The following event is a testimonial that ties together fashion and art, demonstrating that the products of Louis Vuitton are timeless, classic, and handcrafted to the point where they stand alongside the masterpieces of art.
“Never forget that what becomes timeless was once truly new,” stated Nicolas Ghesquiere, the creative director of the brand. This way of thinking truly unites the world of risk-taking impressionists, like Cézanne, Degas, Renoir, Manet and Gaugin, and that of Louis Vuitton. Since the heritage is one of the key values for the brand, Capucines pay tribute to the first store ever opened, located on Rue Neuve des Capucines in Paris.
“We are honored that a worldwide brand like Louis Vuitton chose Milan and Palazzo Reale to share its spectacular creations and unite them with art”, stated Giuseppe Sala, the mayor of Milan. “Art is Love” is not only challenging the “normal”, but also exploring the timeless by combining the past with the present.
Location
Palazzo Reale has witnessed a number of people and events through the centuries, from the Sforza dynasty to Napoleon. The new masters would always alternate and renew the appearance of the palace until it eventually became the prestigious location for major art exhibitions in Milan that we know today. Learn more at http://www.palazzorealemilano.it.
About Louis Vuitton
The brand was founded in 1895 by Louis Vuitton in Paris, France and specialized in the production of trunks. Thus, one of the inventions that immediately distinguished it from the competitors was the waterproof canvas that allowed the luggage to be put outside the carriages without getting wet, along with its flat-bottomed shape. Currently Louis Vuitton is one of the leading international fashion houses producing leather goods, ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, books, and perfumes. Learn more at http://eu.louisvuitton.com/
Press images and the press release are available for download on http://eu.louisvuitton.com/capcucines/artislove-palazzoreale
Press Contact
Name Kseniia Miasnikova
Mobile 346 516 30 10
Email k.miasnikova.stu026095
@istitutomarangoni.org
Conclusion
The project has not only reinforced my technical skills in using After Effect but also creative thinking and communication strategies. Moreover, the concept and the dynamics are modern and fit perfectly with the brand, giving a possibility for the creation of a series. Other models of handbags can be connected to other artists and the advertisement has a potential to be placed in the boutiques’ windows or on the brand’s website.
References
Louis Vuitton (2017). A Legendary History. [online] Available at: http://eu.louisvuitton.com/eng-e1/la-maison/a-legendary-history [Accessed 23.05.2017].
Cappuccio Con Chic 