Text: Igor Kuzmichev IN 1992, Giorgio Armani, ordering David Lynch the advertisement of his new fragrance, stated that the director was free to do what he wanted. TOTAL WHO IS GIO ROLLER? BECAME A CLASSIC, AND ARMANI'S APPROACH TO WORK WITH LINCH FOREVER ALWAYS CHANGED THE INDUSTRY. MAGICIANS ON THE SCREEN FROM THESE PORES ARE A LOT.
Chanel - Chanel Coco Mademoiselle
For Kira Knightley, working at Chanel is a familiar thing. The actress has already starred in two advertising campaigns over the past seven years; the current one, including the video, is the third in a row. All these projects were directed by Joe Wright, in whom Knightley starred in the films "Atonement" and "Anna Karenina." It seems that old friends gathered and had a great time in Paris for a lot of money. Actually, private shipping is prohibited on the Seine, but for the sake of the Chanel video, where, according to the plot, the heroine of Kira flies on a boat under a bridge, the local authorities made an exception. Together with Knightley, our compatriot Danila Kozlovsky spoke, for whom cooperation with a great brand is another step to the top (and Kozlovsky had a lot of these steps in the last year). And although the actors did not work together in the frame, there is definitely chemistry between them. Young, beautiful, passionate and spiritualized - what else is needed to support Chanel?
Dolce & Gabbana - Dolce
“Kate has the spirit of Sicilian women in her eyes,” says Dolce and Gabbana about the model Kate King, the heroine of a mini-movie in support of the Dolce fragrance.
The 20-year-old Canadian looks like a character in classic Italian films; her modest charm was successfully transferred to the screen by the big director Giuseppe Tornatore, who knows how to present female beauty (remember “Malena”, with which the world cult of Monica Bellucci began). In a two-minute video, Kate King plays the Sicilian girl Leah, who is fascinated by a young man collecting lemons. A white dress, a long look - which of the men will not hit this in the heart?
Cartier - La Panthere
In the video of the new Cartier fragrance - La Panthere - at first glance there is nothing special: the camera follows the model of Erin Wasson, who, turning, gives the viewer, as they would have written in a female novel, a "long piercing look." However, this thirty-second video, shot against the backdrop of evening lights, I want to put on a replay, it is so cinematic.
And all thanks to the Cartier art management, who correctly selected the team. The British director Sean Ellis in 2006 was nominated for an Oscar for his debut short film, then he was noted not too intelligible and at the same time an impressive horror film "Reflection". There’s no need to talk about Erin Wasson: the charismatic American, who collaborated with Balenciaga and Chanel, has a perfect perfume name. Wasson looks at the camera so that you don’t even notice her famous mole on her lip. One word is a panther!
Thierry Mugler - Alien Eau Extraordinaire
Alien Eau Extraordinaire is a new version of the cult, otherwise you can’t say, Alien fragrance, released by Mugler in 2005. Extraordinaire, while maintaining continuity (the main idea of perfume is “seduction”), developed the theme: it is more airy and clean. In this sense, Alexandrina Turcan, a model from Moldova, turned out to be very out of place, and the role of the revived statue, turning sunlight into a bottle of Alien, played one hundred percent.
Turcan is generally famous for his ability to transform: looking at it in the February photo shoot for The Collective Magazine, you can hardly recognize the divine sculpture from Lugolta from Mugler’s advertisement. However, this is a merit not only of Alexandrina herself, but also of the directors working with her. Floria Sigismondi, one of the best masters of advertising, a great contemporary artist and an outstanding clip maker, worked on the Alien Eau Extraordinaire video, as well as on the entire campaign of the new perfume. Sigismondi collaborated with Marilyn Manson and Christina Aguilera, Leonard Cohen and Katy Perry, Justin Timberlake and David Bowie.
Behind the scenes of an Alien video is a fragment of a song by Icelanders Sigur Ros, with whom Floria also once worked. The result is 60 seconds of magic on the screen, more like an art installation than an advertisement. However, Mugler and his name perfume deserve the best.
