Fashion & Beauty
Styling
Let’s be honest here—Christmas and bridal are typically uncool fashion moments, so we need to be very thoughtful in how we develop fresh looks that steer clear of anything cheesy or catalog-y. Gucci and other brands have managed to make the holidays cool and so can we. We’ll work with a talented stylist to play off our different characters’ personalities to create a unique, elevated look for each one.
In “Xmas Tree,” we have three cool, stylish women hanging out and giving themselves gifts amongst friends, before they head to the usual festive family stuff. I love the idea of creating subtle fashion archetypes for our characters that lean into the models’ individuality. We’ll begin by asking if this one is more of a Diesel or Gucci girl, if the others are more Marni or CK, and then go from there, creating specific styles that feel right for each woman – or finding a collective language for all. We don’t need any explicitly Christmas clothing because the tree and the jewelry will be adding plenty of holiday magic, though subtly festive clothing—a green mohair sweater, a metallic detail in a fabric—would certainly work.
We’ll take a similar approach to “Wedding Bells,” making sure to represent three very distinct styles for our brides/couples.
The first couple is going to have an elevated Vegas vibe that matches the kitschy set. The bride is wearing an untraditional dress—think Dilara Findikoglu—while the groom rocks a vintage YSL suit.
The older female couple are very edgy and cool, each in their own way. Maybe one’s in a vintage dress and the other is in a statement suit or they’re both in suits/dresses but with totally different feels (no white and white). I love the idea of seeing them all dressed up and celebrating their elopement alone in a quiet, East Village bar at 4 p.m. They had no witnesses at the courthouse ceremony; they had no wedding party, no guests. After twenty years of partnership, they want this moment for themselves before sharing it.
The final bride’s look is elevated with a festive note—I’m envisioning a larger-than-life couture or vintage gown paired with a long veil that has hints of red. But she’s also the most accessible in terms of her energy and the boutique hotel lobby or powder room setting, which, though very cool, is a bit more conventional. A personal element or something that breaks the full luck will help keep her from being a generic bride.
Look & Feel
The camerawork will infuse these films with the fun, dynamic style we need. We’ll smoothly track with G as she makes her way through the city, adding a gliding, flowing energy to her movements as she magically affects the world around her. To capture the sensorial experience of the product, we’ll intercut the flowing imagery with macro close-ups of the fluffy, foamy, and mousse-like textures. And of course, we’ll also include gorgeous beauty shots of G.
We’ll use a Technocrane to track with our hero(es) as they float in the city, enhancing the energy of their movements while allowing us to get some great height in the imagery. Similar to Burberry’s “Open Spaces,” the camerawork should convey a feeling of effortless momentum, propelling the narrative forward with beauty and ease.
We want rich, naturalistic lighting to imbue these films with an authentic vibe that reflects our heroes’ attitude and makeup style. Rather than the typical beauty lighting, we’ll use as much natural light as possible, only augmenting when necessary to really showcase the beauty looks.