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    GQ Creative Proposal

    Uploaded by

    Matei-Alexandru Mocanu
    This creative proposal outlines a concept for a sartorial video featuring Emporio Armani fashion. It will tell the story of classical masculinity against natural backdrops for men's models, and an urban setting for women. Inspired by Chinese filmmaker Wong Kar-wai's film "In the Mood for Love", the video will feature elegant decadence and explore the collision of tradition and modernity in Chinese culture through muted color palettes and vintage camera lenses. Locations will include a studio as well as outdoor scenes in nature and urban London.

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    Download as PDF, TXT or read online from Scribd

    GQ Creative Proposal

    Uploaded by

    Matei-Alexandru Mocanu
    26 views26 pages
    This creative proposal outlines a concept for a sartorial video featuring Emporio Armani fashion. It will tell the story of classical masculinity against natural backdrops for men's models, and an urban setting for women. Inspired by Chinese filmmaker Wong Kar-wai's film "In the Mood for Love", the video will feature elegant decadence and explore the collision of tradition and modernity in Chinese culture through muted color palettes and vintage camera lenses. Locations will include a studio as well as outdoor scenes in nature and urban London.

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    © © All Rights Reserved

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    This creative proposal outlines a concept for a sartorial video featuring Emporio Armani fashion. It will tell the story of classical masculinity against natural backdrops for men's models, and an urban setting for women. Inspired by Chinese filmmaker Wong Kar-wai's film "In the Mood for Love", the video will feature elegant decadence and explore the collision of tradition and modernity in Chinese culture through muted color palettes and vintage camera lenses. Locations will include a studio as well as outdoor scenes in nature and urban London.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    26 views26 pages

    GQ Creative Proposal

    Uploaded by

    Matei-Alexandru Mocanu
    This creative proposal outlines a concept for a sartorial video featuring Emporio Armani fashion. It will tell the story of classical masculinity against natural backdrops for men's models, and an urban setting for women. Inspired by Chinese filmmaker Wong Kar-wai's film "In the Mood for Love", the video will feature elegant decadence and explore the collision of tradition and modernity in Chinese culture through muted color palettes and vintage camera lenses. Locations will include a studio as well as outdoor scenes in nature and urban London.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 26

    SARTORIAL VIDEO

    CHINA
    DREAM

    Creative Proposal
    Creative
    Concept

    For this Sartorial Video for GQ


    China and Emporio Armani, I
    developped a concept that
    plays with the age-revered
    CHINA DREAM

    image of classical masculinity,


    photographed against natural
    backdrops. For the women's
    models, I opted for an urban
    setting approach.
    Yin/ Yang

    Presentations are
    communication tools that can
    be used as demonstrations,
    lectures, speeches, reports,
    and more.
    STORYLINE
    YIN VS YANG IN CHINA DREAM
    The narrative is seductively simple. We open on a
    hard-to-define Close Up of a face. We track out,
    revealing a Full Figure which pulls the curtain,
    drawing us into the story. Once we are in the
    waiting chamber of this studio painted in muted
    colours, we get to meet the other characters.
    Since it's a multi-story scenario, the viewer gets
    the chance to pick his own character and, as in a
    computer game, play his own customized
    scenario (i.e. watch the story of his choice).
    Whether it's Girls or Boys, the videos will take the
    viewer on a journey through elegant decadence.

    The Story
    MOOD

    The nature and abstract


    photography will join
    hands, revealing a rich
    Chinese culture, where
    tradition and modernity
    collide to dramatic effect.

    STYLE
    Studio
    Studio shoot against muted colour
    backdrops, red, brown, yellow.

    Outdoors - Wildside
    The men's bespoke suits will look great set
    against epic nature backdrops, such as
    cliffs or the beach.

    Outdoors - City Life


    The hectic pace of contemporary urban life
    will be captured in street scenes in

    Locations Chinese Soho.


    Studio Props
    Please notice the minimalism of the
    studio shooting props: white, black, Go
    and backgammon, direct allusions to
    China's rich cultural heritage and history.
    The black and white shots will
    complement the boldness of red and
    green hues.
    For the outdoors shot, we will
    carefully consider a chromatic
    palette that deals mainly with
    blue, yellow and muted/ sepia/
    sandpaper colours.
    Filming Style
    VINTAGE LENSES

    For this shoot, I recommend using soft, vintage lenses.


    The more organic and 'analog' the photography will
    look, the better. The colours have to be muted - in what
    regards the Outdoors - Nature shots. Soft lighting for the
    Studio Shoot, creating a mysterious and sexy mood.
    Last, but not least, sharper, more luminous lenses for
    the Outdoor - City scenes, allowing us to capture the
    uninhibited vibrancy of reds and greens.
    The Outdoors

    THE 'SOFT' LOOK

    Full Body Shots of Men climbing or hiking or walking in


    broad daylight. We will opt for plain garments, not too
    many stripes or checkers.
    The Studio
    THE 'SHARP' LOOK

    Sharper look, more attitude.


    Red's, greens, yellow.
    Notice the presence of stripes,
    checkered fabric, soft texture, simple
    yet bold cuts & stitches, both
    mysterious and revealing.
    Styling
    In the Mood for Love

    Chinese filmmaker Wong Kar-wai will


    be our main influence. His short film
    in the 'Eros' trilogy has all the
    elements that we need for an elegant
    visual approach. Fabric, texture,
    mood & lights.

    User Journey
    URBAN SETTING - LONDON'S
    SOHO
    HO
    SO
    Shooting Ideas
    VIBRANT COLOURS

    Bold patterns, buoyant colours, a


    faster pace and a lot of hand-held
    camera movement are the
    trademarks of the Soho scenes. In this
    chapter, we will try to capture the
    authenticity of Chinese expat life,
    Soho, the melting pot of Western and
    Eastern fashion.
    Long tele lenses, over the shoulder shots in soft focus, a We will incorporate the urban scenery in a rather
    more dynamic cinematic stylistic approach. As if we were disruptive manner, in high contrast with the elegance
    shooting a fiction film, where the damsel in distress is being of the garments and the models. The colours will be
    chased after by the villain. Or a stylish film noir. more poignant, stronger, raw.
    THANK
    YOU

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