Armani Global Campaign (2019)

This work was a response to a brief from Armani requesting a creative and communication strategies for a global campaign:

"Define a 360 global campaign to communicate the new 3 brand strategy of the Armani Group (Giorgio Armani, Emporio Armani, Armani Exchange)

The campaign (or campaigns – if one for each brand) highlights the specificities of each brand while maintaining and enhancing the common Armani values and heritage"

Project made with April Milano.

BRAND ANALYSIS / INSIGHTS

The three brands form an Armani triad

Although the brands all carry the Armani DNA they each have a unique spirit.

The creative proposals aim to capture and emphasize the unique spirit of each brand.

GA is a more controlled traditional cinematic experience

EA is a sophisticated interactive digital experience

AX is a crowd sourced experience focused on events and virality

CREATIVE PROPOSALS

A cinematic experience exploring the past present and future of Armani.

A fantastical film with Mr Armani at the focus. Multiple visions of the past, present and future

Mr Armani is the constant presence while the maelstrom of time and space swirls around him. He is calm, focused and engaged.

The film could be directed by Alex Garland or Edgar Wright with an all star cast of Cameos: Leo, Richard Gere, Cate Blanchett, Christy Turlington, Kaia Gerber, Adwoa Aboah, Bing Bing, etc.

A conceptual video mood board using an edit of a Soviet Science Fiction.

A cinematic digital experience that allows users to play a part of the film starring a celebrity by submitting a selfie.

"Armani presents a new digital cinema experience starring Giorgio Armani, Rihanna, James Franco &... You"

In each unique experience the user plays a cameo role.

Mr Armani picks you for the iconic billboard

A noir style pursuit featuring a young sexy actor.

A ride to a concert with a music star.

Dance is the core theme for AX.

Dance is a universal language. It is global. It can be individual or collective. It connects the past present and future. It is happy and optimistic.

To dance is to fall in love with life.

The content strategy would be geared toward aggregating users content.

The productions would be centered around AX hosted events where we would invite local talent to participate. These events could be informal as a dance party or a choreographed piece. Events would thus be designed to generate content.

Case Study: "Alakazam" by Justice.

A video created by a multiude of people invited to the performance. The participants become creators.