'Epic love' for Campari. Art Direction in Fashion - Central Saint Martins (2010)

Milla Jovovich by Mert & Marcus

‘Epic Love’ 2013

Marçal P.M. (+34) [email protected]

mailto:[email protected]

http://www.marcal.net

‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <[email protected]>

The heritage

2

mailto:[email protected]?subject=


Campari

• Campari is an italian alcoholic aperitif created by Gaspare Campari in 1860.

• Its secret formula contains more than 60 natural ingredients including herbs, spices, barks and fruit peels.

• In Italy, Campari is served in a frozen glass without ice with adding soda. In the US, Campari is often used for cocktails and served with ice.

1932 ‘Campari Soda’Cone-shaped bottleby the Italian futurist artistFortunato Depero

3



Campari and Art

1950 'Campari Soda' by Franz Marangolo1933 'Padiglione Campari' by Fortunato Depero 1921 'Folletto' by Leonetto Cappiello

• Davide Campari, Gaspare's youngest son, set the industry's standard of advertising and marketing. He also engaged with commissioning artists to create poster advertisement.

• Leonetto Cappiello created the famous Spiritello sprite wrapped in a orange peel, an image that people still remember.

4



1999 ‘Campari & Orange’ by Anonymous LLC

“the most stolen bus shelter campaignever run in the city of New York.”

• Dudovich's famous red poster portraying two lovers passionately kissing in a private room is a forerunner of the red passion concept featured in today's commercials.

2008 ‘Só ela é assimi’ by Rafael Urenha1920 'Bitter Campari' by Marcello Dudovich

Campari and Passion

5



The Campari calendar

6



• One of the world’s iconic artistic calendars.

• Each year only 9,999 are produced in a limited run to a limited audience.

• World class photographers starring world-wide celebrities make it come to life every edition.

The Campari calendar

2007 'Hotel Campari'Starring: Salma HayekPhoto: Mario TestinoCreative direction: Chad Farmer

2008 'Campari Tales'Starring: Eva MendesPhoto: Marino ParisottoCreative direction: Callegari Bereville Grey

2009 'Club Campari'Starring: Jessica AlbaPhoto: Mario TestinoCreative direction: Jean Paul Goude

2010 ' Milano'Starring: Olga KurylenkoPhoto: Simone NerviCreative direction: Stefano Cairati

7



Salma Hayek by Mario Testino (2007)

'Hotel Campari'Jessica Alba by Mario Testino (2009)

'Club Campari'8



Eva Mendes by Marino Parisotto (2008)

'Campari Tales'

Olga Kurylenko by Simon Nervi (2010)

'Milano'

9



The concept

10



Red + Passion = Love'The secret ingredient of Campari is passion'

Salma Hayek

2007 'Campari Red Passion City' by CraveroLanis BTL 2009 'Campari Red Experience' by DPZ

11



• The greatest love stories in history and literature are immortal.

• Some examples:

Looking for a great love story...

Romeo and Juliet (1595)A tragedy by William Shakespeare. This couple has become a synonym of love itself.

Shah Jahan and Mumtaz Mahal (1612)After Mumtaz died in 1629, the emperor create a fitting monument, the Wonder of the World Taj Mahal.

Wallis Simpson and Prince Edward (1936)Edward became King of England in 1936, but he soon abdicated the throne to be married to the woman he loved.

12



Cleopatra and Mark Anthony

Mark Anthony Cleopatra

• The ultimate Romeo and Juliet true love story.

• When: 31 BC

• Where: Rome and Egypt

• What’s So Special about Their Love:These two had a love so strong, war was waged against them to break them up. When Mark Antony left his wife, Octavia, for the mesmerizing Cleopatra, Octavia’s brother Octavian brought the army of Rome to destroy them. These two lovers were so entranced with each other that they committed suicide rather than be apart.

The greatest romance ever:

Source: allwomenstalk.com

13



The photographer

14



Sensuality, versatility and perfectionism

Mert & Marcus1st choice

2008 'Hammam’ W Magazine September’08Model: Kate MossPhoto: Mert & MarcusStylist: Alex White

15




Mert & Marcus

2010 'Eccentric Charisma’ Bvlgari F/W’10-11Model: Julianne MoorePhoto: Mert & MarcusStylist: Julia von Boehm

1st choice16



Mert & Marcus1st choice

2010 Iceberg F/W’10Model: Carolyn MurphyPhoto: Mert & MarcusStylist: Katy EnglandMakeup: Lucia Pieroni


17



Sexy, provocative and strong

Mikael Jansson2nd choice

18

2010 'Let’s Get Lost’ Interview Magazine August’10Model: Daria WerbowyPhoto: Mikael JanssonStylist: Karl Templer



Sexy, provocative and strong

Mikael Jansson2nd choice

19

2010 Interview Magazine January’10Model: Penélope CruzPhoto: Mikael Jansson

2010 Interview Magazine November’10Model: Vanessa ParadisPhoto: Mikael Jansson

2009 ‘Follow that Woman' Vogue Nippon September’09Model: Charles Devoe, Edita VilkeviciutePhoto: Mikael Jansson



2009 'Super Extra Wonder Iper’ Velvet Magazine October’09Models: Dioni Tabbers, Margaryta Senchylo & Ragnhild JevnePhoto: Azim Haidaryan

Elegance, sophistication and drama

Azim Haidaryan3rd choice

20



Elegance, sophistication and drama

Azim Haidaryan3rd choice

2010 'Bond Girl in Love’ Velvet Magazine May’10Model: Valentina ZelyaevaPhoto: Azim Haidaryan

N/APhoto: Azim Haidaryan

2009 'Lui & Lei, oriente e occidente’ Velvet Magazine March’09Model: Daul KimPhoto: Azim Haidaryan

21



The model

22



Model, actress and celebrity

Milla Jovovich1st choice

Nationality: AmericanBirth: December 17 1975, Kiev, UkraineHair Color: Light brownEye Color: BlueHeight: 5'8.5" ; 174cmMeasurements: (US) 34-24-34 ; (EU) 86.5-61-86.5Dress Size: (US) 4 ; (EU) 34Shoe Size: (US) 8 ; (EU) 39 ; (UK) 8

23



Model, actress and celebrity

Milla Jovovich1st choice

2010 LA Times Magazine September’10Model: Milla JovovichPhoto: Guy ArochStylist: Hayley Atkin

24



Iconical model and celebrity

Linda Evangelista2nd choice

Nationality: CanadianBirth: May 10, 1965, St. Catherines, OntarioHair Color: BrownEye Color: Blue / greenHeight: 5'9.5" ; 176cmMeasurements: (US) 34-24-35 ; (EU) 86.5-61-89Dress Size: (US) 6 ; (EU) 36Shoe Size: (US) 9 ; (EU) 41 ; (UK) 6

25



2009 Dsquared2 S/S’09Model: Linda Evangelista, Naomi CampbellPhoto: Steven Meisel

2008 Prada F/W08Model: Linda EvangelistaPhoto: Steven MeiselMakeup: Pat McGrath

Iconical model and celebrity

Linda Evangelista2nd choice

26



Milla Jovovich & Linda EvangelistaThe perfect back-up

27



Styling

28



Styling inspirated on the 60's legendary movie

Elisabeth Taylor's 'Cleopatra' (1963)29



Stella McCartney

Lanvin

Dolce & Gabbana

Selected Vogue UK Autumn/Winter 2010-11 trends

Clothes trends

Dressing-up boxThe most flamboyant trend is colour, chaos and creativity.

Animal magnetismAny designer can't resist a big-cat print.

John GallianoJohn Galliano Dolce & Gabbana

Jewellery storiesBig necklaces still an outfit make.

LanvinAutumn/Winter 2010-11 @ Paris Fashion Week MeadhamKirchhoffJean Paul Gaultier Etro

30



Selected Vogue UK Autumn/Winter 2010-11 trends

Makeup trends

Red lipsThe confident classic is reborn.

Dolce & GabbanaAutumn/Winter 2010-11 @ Milan Fashion Week

Black As KohlWrap kohl around the entire eye for a intensive look.

GucciAutumn/Winter 2010-11 @ Milan Fashion Week

Tabacco TonesLuscious palette of soft toffees, caramel and tobacco.

Alexander WangAutumn/Winter 2010-11 @ New York Fashion Week

31



Karl TemplerStylist

2010 Luis Vuitton F/W’10Model: Christy Turlington, Natalia Vodianova & Karen ElsonPhoto: Steven MeiselStylist: Karl Templer

Ingenious, austonding and magical

32

2010 'Pretty Tough' Interview Magazine April’10Model: FrejaPhoto: Craig McDeanStylist: Karl Templer

2007 'Île de la Mode' W Magazine March’07Model: Sasha PivovarovaPhoto: Michael ThompsonStylist: Karl Templer



Red lips

2010 W Magazine August’10Photo: Mert and Marcus

Black As Kohl

2009 Miu Miu S/S’09Photo: Mert and Marcus

Tabacco Tones

2009 Shiseido Clé de Peau Beauté F/W’09Photo: Mert and Marcus

2008 Vogue Paris NovemberPhoto: Mert and Marcus

2010 Interview MarchPhoto: Mert and Marcus

2009 Vogue Paris SeptemberPhoto: Mert and Marcus

Makeup artist and color creator for Clé de Peau Beauté

Lucia PieroniMakeup

2010 Shiseido S/S’10Photo: Mert and Marcus

2010 W Magazine OctoberPhoto: Mert and Marcus

2009 W Magazine SeptemberPhoto: Mert and Marcus

33



Black as Kohl

Red lips

Tobacco tones

Make-up & Hair Artist

Angela HolthuisMakeup 2nd choice

34



Location

35



Main studio set style guidelines:

4. ‘Sixtyfied’ ancient egyptian art

2. Projecting atrezzo

3. Intimate ambience lighting

1. Curtains, more than a backdrop

Styling inspirated on the 60's legendary movie

Elisabeth Taylor's 'Cleopatra' (1963)36



Studio set style guidelines

1. Curtains, more than a backdropThe use of curtains goes further than a simple backdrop. Like in the movie, is an active part of the decoration setup.

37



2. Projecting atrezzoStudio set style guidelines

Walls, doors, windows... The architecture are generated using projections on large backdrops. Cheaper and chic.

38



3. Intimate ambience lightingMystery, sensuality, confidence, love, pain and drama... Emotions lies on lighting.

Studio set style guidelines39



4. ‘Sixtyfied’ ancient egyptian artA tribute to the movie for the 50th anniversary (1963-2013)

Studio set style guidelines40



Source: www.shootfactory.co.uk

London W10

Sun StudioLocation Studio. 1st choice

41


http://www.shootfactory.co.uk


London SW11

Whitespace StudioLocation Studio. 2nd choice

Source: www.shootfactory.co.uk

42


http://www.shootfactory.co.uk


Shooting

43



‘IntroducingCleopatra’

Shoot #01January (Winter)

2010 Moët & Chandon CampaignModel: Scarlett JohansonPhoto: Mert and Marcus

Cocktail of the month:Campari with orange

Acting/Posing/Cropping examples:

Original movie shoot

44



‘Cleopatrareceives Cesar’

Shoot #02February (Winter)

Cocktail of the month:Negroni Sbagliato

2010 Tsum F/W’10-11Model: Cindy CrawfordPhoto: Mert and Marcus



45



2002 'Castaway’ Vogue UKModel: Kate MossPhoto: Mert and Marcus

‘Cleopatraseduces Cesar’

Shoot #03March (Spring)

Cocktail of the month:Campari Soda Cocktail



46



2008 ‘Kiss the Sky’ W Magazine August’08Model: Gisele BundchenPhoto: Mert and Marcus

‘Cleopatraarrives at Rome’

Shoot #04April (Spring)

Cocktail of the month:Cerveza Nicola



47



2001 'Death Valley’ Pop MagazineModel: Gisele BundchenPhoto: Mert and Marcus

‘Alone’

Shoot #05May (Spring)

Cocktail of the month:Buon Giorno



48



2008 'Hammam’ W Magazine September’08Model: Kate MossPhoto: Mert and Marcus

‘Cleopatrareceives Mark’

Shoot #06June (Summer)

Cocktail of the month:Campari Citrus Infusion



49



2008 'Hammam’ W Magazine September’08Model: Kate MossPhoto: Mert and Marcus

‘Cleopatraseduces Mark’

Shoot #07July (Summer)

Cocktail of the month:Milano Sesquicentennial



50



2010 Moët & Candon CampaignModel: Scarlett JohansonPhoto: Mert and Marcus

‘Getting close toCleopatra’s lips’

Shoot #08August (Summer)

Cocktail of the month:The Armada



51



2010 Gucci S/S’10Model: Natasha PolyPhoto: Mert and Marcus

‘Theybecome lovers’

Shoot #09September (Autumn)

Cocktail of the month:Campari Cherry Infusion



52



Cocktail of the month:Zapatista

2010 Valentino S/S’10Model: Dree HemingwayPhoto: Mert and Marcus

‘Decadence’

Shoot #10October (Autumn)



53



2010 'Vogue Paris Dec’09/Jan’10’Model: Laetitia CastaPhoto: Mert and Marcus

‘Desolated forthe death of Mark’

Shoot #11November (Autumn)

Cocktail of the month:Amore



54



2010 DSquared2 F/W’10-11Model: Iris Strubegger, Alla KostromichovaPhoto: Mert and Marcus

2008 W Magazine September’08Model: Kate HudsonPhoto: Mert and Marcus

‘Cleopatrahas died’

Shoot #12December (Winter)

Cocktail of the month:Negroni



55



Budget

56



Model £250.000 / 300.000€

Pre-production £85.000 / 100.000€

Crew £100.000 / 120.000€

Equipment £25.000 / 30.000€

Locations £10.000 / 12.000€

Props & Wardrobe £20.000 / 25.000€

Transport & Allowance £10.000 / 12.000€

Travels £35.000 / 40.000€

Production Expenses £2.000 / 2.500€

Post Production £20.000 / 25.000€

SUBTOTAL Production £557.000 / 650.000€

Photographer's Fee Mert & Marcus Mikael Jansson Azim Haidaryan

£425.000 / 500.000€ £210.000 / 250.000€ £105.000 / 125.000€

TOTAL Production Estimate £982.000 / 1.150.000€ £767.000 / 900.000€ £662.000 / 775.000€

* January 2011 GBP/EUR currency rates

Budget

Production Estimate

57


Central Saint Martins - Art Direction17th September 2010 (rev. January 2011)

Marçal PratsM. (+34) [email protected]

www.marcal.net

‘Epic Love’ 2013

mailto:[email protected]

http://www.marcal.net

'Epic love' for Campari. Art Direction in Fashion - Central Saint Martins (2010)

Art & Photos

Transcript of 'Epic love' for Campari. Art Direction in Fashion - Central Saint Martins (2010)