Issued by: Masters & Savant


Says Foschini's Louise Mouton, “The challenge was to introduce this range of clothing in an inviting and exciting manner; and what better way to showcase the range within the beautiful backdrop of Paris. Understanding that a real photo shoot in Paris would be out of the question, we turned to animation studio Masters & Savant to create magic for the campaign.

Says Masters & Savant Worldwide CT MD Reto Reolon, “With many successful campaigns for Foschini behind us, we knew exactly what needed to be achieved to showcase the winter collection in a way that makes the products relevant and shoppable, while at the same time ensuring the commercials stand out from the clutter.”

“Although the model shoot was done in daylight, we decided to change setting to a night scene because it gave us a more dramatic feel. We then aimed to create the typical Parisian city environments with cobblestone streets and quant buildings - scenes typical from old romantic movies. We added dramatic lighting to complement the Parisian-inspired fashion being showcased, and used simple camera movements without any editing tricks to give a real sense of moving through a French city.

“The result was a perfect collaboration between fashion stills and animation to create a dramatic Parisian-inspired commercial, at a fraction of what a photo shoot in the French capital would cost. This illustrates the power of animation,” concludes Reolon.

Visit our PRESS OFFICE: Masters & Savant is the award winning animation studio. We use a state of the art infrastructure and skills in motion design to bring creative concepts to life. Our multi-award winning creations set us apart as one of Africa's best commercial production and television branding studios, with clients ranging from top advertising agencies to SA's most viewed television channels.- more....

[7 Apr 2008 16:13]

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