Massimo Dutti - #TheCallMadrid

A bespoke video experience for the launch of Massimo Dutti’s AW17 collection during their iconic fashion show in Madrid

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BRIEF:

For the launch of the Massimo Dutti AW17 collection - we were briefed to create a unique photo experience to reflect the high-end principles of their brand. This was to be held during their fashion show, The Call Madrid.

SOLUTION:

Looking at the brief outline, we started by pulling inspiration from current fashion trends whilst researching Massimo Dutti; their brand ideals and the venue they were using for the show. We also took massive inspiration from David Hockney’s famed artworks of using mosaics within his work - breaking down compositions into smaller parts.

After assembling a variety of concept boards, we chose to go the contemporary route of shooting in black & white. By shooting in this format, we could capture a classic, chic look that is synonymous with high-fashion.

To capture the content, we made the decision to shoot on video; creating a unique look and making the finished results massivly engaging. In order to capture the content, we created a capture space for the VIPs. The output was to be a short, looped video focusing in on different areas of the subject. By focusing in on a number of elements of the guest, we were able to make content - showcasing each person's individuality.

The final result is a classic, yet contemporary look; giving an extra level of interaction. This was to leave a strong, memorable representation of Massimo Dutti’s ideals upon the guests.

results:

  • 77 videos shot
  • 129 social shares
  • 168% share rate