credits
While working on the film for the new collaboration campaign of Armani and Vogue, we were inspired by the three-act structure and the hero’s journey. We, therefore, aimed to focus on the transformation of Dilan Çiçek Deniz, trying on Armani Beauty products.
By integrating the brand’s emotions into the story, we visualized the product-benefit relationship organically. Under the artistic direction of Esra Yıldız and Tuğba Bastem, we created an installation of Armani’s “A” and a glittering world of the brand around it.
We were aiming to carefully fit into the film the shots where the character was looking at the camera, breaking the 4th wall. Thus, the audience would not just watch the film but rather find themselves reflecting, questioning, and interpreting.
We wanted to establish a dynamic structure in the editing to primarily arouse curiosity and then pursue the plot. At this point, to increase the impact of the message we wanted to convey, we aimed to make the audience feel all these emotions in the story by visualizing the message instead of just uttering it.
