AD CAMPAIGN: GIVENCHY AUTUMN/WINTER 2012/13 BY MERT ALAS & MARCUS PIGGOTT
Posted on September 5, 2012
Instead of going for an elaborate set, special lighting or an extravagant location, Givenchy have spliced images together from their autumn winter campaign to create a hybrid model caught within an inter-dimensional musical euphoria – And oh does it work!
The clever campaign shot by duo Mert & Marcus sees models Stella Tennant, Joan Smalls, Stef van der Laan, Daniela Braga, Simone Nobili, Jarrod Scott and Rodrigo Braga intoxicated by the electronic beats resonating from the speakers around them in a car park. But to successfully translate this free movement into a still image, two different images of each model have been cut and pasted together creating an entirely fascinating perspective and what can only be described as a Givenchy “mutated model”.
Check out the rest of the campaign here.
I’m guessing this will be a marmite campaign, you either love it or you don’t, and I love it. The images resonate with a wonderful dynamism and that’s largely due to the two different movements and angles which add a new dimension, somewhere in between 2 & 3 to the campaign. The raised and resized logo simply forces the idea of movement as if the vibrations from the blaring speakers have elevated it from the page.
If you’re still not convinced, then take a look at the behind the scenes video and the hilarity of the above models “dancing.”