Porsche Design's spring/summer 2013 movie
Porsche Design Studio is flaunting its spring/summer collection via a short movie that details the fashion photography shoots with behind-the-scenes views.
The 9o-second video showcases the collection worn by two models and goes the behind the scenes of the campaign. The movie was promoted through Porsche Design’s Facebook page.
“Porsche Design’s approach to build the brand makes sense in a world where viral digital videos can be watched, shared and audience measured,” said Ian Foley, a Portola Valley, CA,-based digital marketing strategist.
“Sight, sound and motion trumps the glossy magazine spread every time,” he said.
Mr. Foley is not affiliated with Porsche Design, but agreed to comment as an industry expert.
Porsche Design did not respond by press deadline.
Behind the scenes
The video beings with a quick back-and-forth shot of the models walking into the screen to show off the new collection. The video slows down a bit to add to the drama-factor of the movie.
Then, the title screen appears as “Porsche Design” is shown in its signature font and a few seconds later, a screen with “Spring/summer 2013” is shown.
Next, the models are shown being positioned and dressed up by the creative team to build the perfect photo shoot for the collection.
The movie has a quick transition between shots, but some shots of the models wearing the apparel are slowed down to showcase the details and design.
Also, the creative team is shown playing around and laughing with each other to give the video a playful and truly backstage view.
Porsche Design movie
For the remainder of the video, the models are shown looking into the camera as the motion is slowed down again to dramatically show the collection.
Porsche Design Fashion spring/summer 2013 – the movie
“[Porsche Design] paired polished models and product footage with slow music to create a mood that is luxurious, exclusive and aspirational,” said Conor O’Hollaren, strategist at Gin Lane Media, New York.
“It also spliced in some shots of the creative staff smiling and laughing as the shots come together,” he said. “This makes the video seem a little bit more calculatedly rough around the edges.
“It shows that there are humans putting in deliberate labor to make this superhuman brand come to life.”
Show time
Other luxury marketers have been using social videos or short films to show off new collections as well.
For instance, French leather goods maker Longchamp beat the winter blues by flaunting its spring collection in an upbeat video campaign and out-of-home advertising.
The 80-second video was released on the brand’s social media and the campaign is promoted through digital and physical platforms. The spot titled “You Should be Dancing” features model Coco Rocha walking through airport security and busting out dancing with her Longchamp bag (see story).
Also, French fashion house Louis Vuitton showed off its Mini Icons collection in an upbeat social video that depicts the handbags in use by stylish women during springtime in Paris.
The label shared the 90-second video across its social channels and Web site to stir up interest for the set of small, brightly-colored bags (see story).
Porsche Design’s video differs from some of the other spring/summer collection videos because it was solely created for the purpose of serving its existing fan base.
“[The video] does not seem to ask anything of the viewer to inspire immediate action or contextualize the brand in a way that would make it more approachable to non-fan viewers,” Mr. O’Hallaren said. “Often times, brand videos that go viral have stories and narrative elements that all kinds of people can relate to, casting a wider net of appeal.
“This provides a look into the Porsche Design’s signature as it will appear in the coming season,” he said. “This is definitely useful and interesting to people that already follow the brand.”
Final take
Erin Shea, editorial assistant on Luxury Daily, New York