Catwalk video mashup for BON’A PARTE
mandag, 22 august 2011
For some time now I’ve been responsible for creating alternative content from the catwalk video material BON’A PARTE are shooting for the launch of new collections. This is the 3rd video I’ve made, and we’ve come a long way from the first 2 videos created. And this time we’ve focused even more on creating a video that is useful for advertising and in marketing.
New challenges
To create a video even better than the two first videos, we decided:
- We wanted a video mashup, that was aimed more at exactly our primary target group (Women between 35 and 55 years)
- We wanted to turn the marketing effect up and the branding effects down in this video, compared to how the first 2 videos were.
New solutions
To please our primary target group even more, we wanted to turn down the amount of effects used in the video mashup. The first two videos were quite stuffed with wauw effects.
Besides from that we wanted to shorten the length of the catwalk shots, so they would end up more like a kind of hyper photography, part still photography, part video. BON’A PARTE is more about family and cosiness than it is about fame and fashion, so by turning the catwalk video into something different than catwalk video, it would be less “newest french fashion”, much more true and much more BON’A PARTE-ish.
This time we also added polariods created in Photoshop. These polariods showed the clothes in still photography. On each polaroid we added the item number of the clothes, searchable directly on the BON’A PARTE website. This will hopefully convert views on the video into visits on the website. It’s just baby steps towards 100% marketing, but it’s steps in the right direction. And time (and Google Analytics) will tell if these item numbers are a succes and we might do more like this in the next catwalk video mashup.
The new catwalk video mashup for BON’A PARTE
Technical information
The video is created in After Effects, Twitch is used for chaotic effects.
The polaroids are made in Photoshop.
The music is cut in Soundbooth.
The first 2 mashup videos for BON’A PARTE
The first catwalk mashup:
Lots of effects and much longer catwalks.
The second catwalk mashup:
Actually we already included item references in this video, but in the end this was removed. Besides from that it’s a lot like the first version with a lot of effects and much longer catwalks.
Credits
Helle Krogh Lund for initially designing the entire mashup.