Westside - Digital Spot (One-off project)
Client : TATA - Trent
Credit : Concept, Director, Producer
Challenge:
Westside's objective behind this 15 seconder digital spot was to create a portrayal of their latest summer collection and run it across google networks so as to bring footfall. The challenge was to keep the communication tactical yet curious with fashion playing a lead role on the backdrop of brand-Westside.
Approach:
To create impact within 15 seconds, I took the approach of building a series of powerful visuals, capturing the brand essence while showcasing the flag-ship trends. In each shot, I tried letting just 'one thing' play hero using shallow depths and strategic compositions. Used mannequins as a theme to personify the brand and still maintain neutrality. Slow, glamourizing camera movements and focus shifts came handy to bring out the element of curiosity. Chose a musical treatment that clearly speaks fashion & the one that goes well with the brand.
