The agency’s client needed to differentiate a specific product line within their overall Collection in order to highlight its outstanding design and the use of very high quality fabrics. To achieve that goal the agency requested a sophisticated image aligned with those concepts of superior design and best-in-class quality.
The main line of work was to search inspiration in the aesthetics of classical cinema from the 1940’s. Taking Marlene Dietrich as a example and updating the formal discourse we created clear references to German clubs and cabarets of the 1940’s and utilized that age’s make up, bodily expression, etc.
Our aesthetic change managed to strengthen the new product line by introducing a clear differentiation with the rest of product lines. This differentiation helped addressing the specific consumer segment targeted by the client.