Calvin Klein

Meanwhile Calvin Klein recently produced a series of similar advertisements following and describing a series of buyers

Tommy Hilfiger

Tommy Hilfiger is also another very sucessful example of this concept as they often produce advertisments following a typical target audiences 'family', therefore capturing their buyers attention or increasing the desirability of the brand to other social groups.

Ralph Lauren

Ralph Lauren are a perfect example of not just advertising a product but advertising a culture or society. Meanwhile their audience relates to the characters in such advertisements as they are the people they are charactorising. The settings the films are shot at are increasingly about the lives of their target market referencing wealth and education.

Dazed Digital .com

http://www.dazeddigital.com/fashion/article/11901/1/exclusive-coggles-street-style-film


http://www.dazeddigital.com/video/cos-x-frieze-x-frame/616/1

Nowness.com

Nowness.com provide a range of fashion based short films which have given me a huge amount of inspiration to create my own short film. Particularly film "The Runaway" which focuses on a shadow effects behind a piece of fabric concentrating on lighting and movement. This I felt made a slight connection with Carravaggio's focus on lighting and tonal qualities throughout his paintings. 

ASOS

In their latest campaigns ASOS focused on certain groups of young people who are often in their target audience around the world to film and investigate their lives and interests. For example skating groups in paris, creating a fast paced eye catching video. 

French Connection "I am..."

French Connection use memorable, quirky videos to advertise a new item to their store. Most films include one camera angle for example the table tennis short film cropping the heads of the models to allow the eye to focus on the movement of the clothes themselves. This theme also runs through the "I Am The Jumper" removing the head from the film to allow the focus of the form of the jumper while incorporating funny clips related to the storyline of the short film.

Michelangelo Merisi da Caravaggio

Michelangelo Merisi da Caravaggio was an Italian artist who travelled between Rome, Naples, Malta and Sicily between 1593 and 1610. His paintings use a very realistic view of the human state, both physical and emotional with and incredibly powerful and dramatic use of lighting to enhance the focus of the human form.

The clips above are taken from the film 'Caravaggio' from 1986 directed by Derek Jarman displays an unusual approach to an interpretation of Caravaggio's life and upbringing. However what intrigued me was how the film was shot using mainly dark background lighting but intense bright lighting in the foreground very much like Caravaggio himself's paintings. 

Miu Miu

The above Mui Mui advertisement uses intense bright lights and flashing imagery to display their bright colour blocking based collection in a fun environment.  

"The Powder Room by Zoe Cassavetes is the first of "The Miu Miu Women's Tales", a series of short movies by international female filmmakers that explore their fantasies about the brand. Set in London's Claridge's Hotel, the short film explores the feminine rituals in the powder room." Cassavetes uses close ups of the clothing to display the collection in detail and to make it the focus of the film.

Todd Cole

Todd Cole is director and photographer from California. His hugely successful short film for fashion label Rodarte called Aanteni was voted one of the top ten fashion films of 2010 by W magazine as well as winning several other awards. The follow up film for Rodarte's first short advertisement was just as successful and feature hit actress Elle Fanning. Both films are now travelling globally to be exhibited in various international film festivals. The eery and tense atmosphere in both films entices the audience even in such a short production. Cole has also directed several music videos in a similar style including Kurt Vile's "baby's arms".

Portable.com

Sophomore in the above short film use a documentary style to convey the mood and intentions of their clothes by interviewing interesting and unusual characters in their clothing reaching out to the audience they want to achieve. 

Film 'The Lost Boys' was also filmed at the same theme park in Santa Cruz, Sophomore also filmed with the same 80's filming style as the the feature length film.

 

The label 'Dust' also uses a particular character to portray their target audience by creating an intense but weary atmosphere but by splitting the screen in to separate windows the film develops two aspects.

Proenza Schouler begin their short film using a stop frame animation which develops into a series of a short clips of a characters life. During the film the character talks eerily about her fears and loves of her life while wearing their latest collection.

Rachel Antonoff regenerates a scene from 80's hit tv programme Teen Witch where certain important aspects of the characters costumes are exchanged with their latest collection pieces.  

http://portable.tv/

Gap

High street retailer Gap uses snappy, memorable films to advertise their latest collection or item. Shown on television screens around the world new and inventive methods of advertising encouraged hundred of other high street brands to delve into this world. Many of their films feature celebrities to encourage buyers in upbeat dances or routines to display the use of their new item. 

Lanvin

Fashion house Lanvin uses fun and upbeat videos containing a repeatable dance routine. Using models to display their clothes as an alternative to the catwalk.

Here the Lanvin short film uses simple stop frame animation photographs to create a quirky almost shaken video to portray their clothing.

One of Lanvin's first short films used to advertise their latest collection also uses a series of stop frame animations in different scenes. Varying scenes are also shown at the same time to develop a contrast throughout the advert.  

The above film made for Lanvin's collaboration with hight street brand H&M. The short animation went viral as soon as it was released due to its unusual but inspiring storyline and crafted using mixed media.