Hermès x IFM - Photo AD workshop - November 2020
Brief: Propose an artistic direction for the brand Hermès for their small leather goods and create a photo campaign aiming at a new and younger target.
Mentored by: Christophe Renard
Art directors: Aron Meier, Shana Littley & Yasmin Regisford
Photographer: Nicolas Guiraud
Stylist: Yasmin Regisford
Producer: Kitten Production
Models: Carla Schmitt, Stella Koumba, Jacob Yizhe
Concept: Looking Fly
Moving freely was the ultimate luxury at that moment. We longed for the high of wearing our beloved items out in the open, the self-confidence of looking fly – the feeling of levitating.
Through levitation, we not only metaphorically highlight the elevated status of the wearer, but also physically show off the functionality of the bags in a playful way.
In an ironic twist, we mix Hermès surrealist aesthetic with a Cut N' Paste Style to intentionally shatter the illusion and relate back to the target audiences' need for authenticity.
Communication strategy applied to Asian Market