Client: Versus Versace
Brief: For their Spring/Summer 2017 collection Versace’s Versus range looked to create a set of social media videos to promote the live stream catwalk show at London Fashion Week and the collection once available in store. The brand wanted pre-show content to promote the event, behind the scenes footage to show the preparation and a set of videos capturing the essence of the brand with a young, bold and colourful style to promote the collection.
Response: Tapping into the manifesto of ‘real attitude for a fresh generation’ Anomalous Visuals worked with director Nova Dando to create a set of social media videos to promote the live stream show and the overall collection. For the live stream catwalk show we created three animated videos using bespoke graphics and Versus logo designs that were released one per day up to the event to create a buzz.
At the show we worked closely with event production team My Beautiful City to make sure we could effectively record a behind the scenes video showing the models getting prepped for the catwalk. In order to harness the young and funky attitude of the Versus models we created a small area back stage to shoot within. Limited to only two minutes per model we shot fast and furious in order to get each of the fifteen characters recorded before they strutted onto the catwalk. In post production we added effects and close up details to show the range of the garments and accessories alongside the individual attitudes.
Results: The pre-show videos were used as the official Versus Versace Instagram promotion pointing viewers towards the live event. Upon release in the stores the fifteen individual collection videos were drip released over two months across Instagram and Facebook creating a strong visual look in line with the campaign imagery.
Executive Producer: Antony Price
Director: Nova Dando
Videographers: Eleonora Cecchini / Antony Price / Nova Dando
Editor: Elva Rodriguez