Photoshoot planning for ‘raw rosie’ - our floral fragrance which is our focused fragrance for our printed advertisement...
idea - check, packaging - check, photoshoot time, now.
Our idea is done, the concept is strong but finding a way to capture that within our advertisement is a majorly difficult task. Firstly, we were going to do a Marc Jacobs style shoot where the whole photoshoot is based and focused on the bottle. So great fab, our idea was done and we were happy...until Thursday lecture when the concept of not being obvious and staying true to your brand was bought up...oh. So that shoots our idea into the ground. take two, back to the drawing board. So when writing endless lists hoping to find inspiration there were similar patterns throughout such as;
-Raw and Raw, who are we?
intelligent brand, clever consumer, you pay for what you get, straight forward, unique, connection with our consumer, personalisation, feminist attitude, standing up for women on many levels throughout our brand, moral high ground, doing our bit for the future of the fragrance industry, natural.
So, after listing these points out I found the two most interesting to be the fact we have a clever consumer who is complex and standing up for women on many levels, this lead me to apply these two things to our brand specifically..
-How is Raw and Raw connected to a clever consumer and how are we standing up for women on many levels?
no nudity in campaigns, women have evolved, care about feminism, equality, long term trends, up and coming trend, strong brand, strong values.
the word equality is one that i love to apply to our brand because i think we have a very fair brand in many ways so when looking into how equality is demonstrated through industry the campaigns that came up were ones such as ‘this girl can’, ‘dove campaigns’, ‘run like a girl’ and finally the Chanel feminism show in spring 2014. This Chanel show was the most fashion based campaign so i looked into that one more...
I found a interesting article in Vogue where they interviewed author, model and Parisian feminist, Cardine Da Maigret. Cardine recently published a book ‘’how to be Parisian wherever you are’’ a large part of this book was explaining how her mother marched through paris for the freedom of women. so when thinking about Parisian style it is delicate yet strong, powerful and bold, well tailored and chic and any Parisian women knows that the topic of feminism is one bought up over dinner along with other topics such as politics, the economy and the movements within society. so as feminism is a massive part of Parisian allure i figured why not do a Parisian style shoot to keep up the element of luxury for our fragrance brand whilst accessorising the shoot with hidden messages of what our brand stands for? such as a classically Parisian model dressed in monochrome fabulous garments in a beautiful location, to reflect the soft floral element of our scent, casually leaning on a plaque with our slogan ‘because we should’ written on it, this is our slogan/tag line because we feel it has impact whilst capturing the attention of our consumer yet still delivering our message. the advertisement has underline messages which only our intelligent consumer would understand, this creates a mutual appreciation for a luxury product which appeals to those on a intellectual level.
Our photoshoot is taking place this Wednesday, my only hope is that the idea translates into a beautiful image in which we can feature our printed campaign around.
