This project aims to create an advertisement for the chosen brand (calea label) to enhance their brand image and show the versatileness of the products and the aesthetics they never really had done before. Established in 2018, calea label is a local brand focusing on shoes for wome. After only a year and half since calea established, calea products were once showcased and sold at Localstrunk, Plaza Senayan on February 2020.
Using ballet as the main storyline, the idea of showing the footage/progress of a ballerina practicing for an audition. Unlike in the photoshoot where the concept is emphasising on encouraging the audience to be confident, In the video shoot concept we wanted to show people what it’s like being confident by letting the ballerina practice the ballet in some public spaces using calea’s shoes, also portraying that the ballerina is a Calea user. The idea of making the ballerina use the products to do the practice to market the products, is how we wanted to advertise this product using a soft-selling technique. That too to show people the versatility of calea’s product, that it can be worn on daily activities, even dancing.
The idea came from the fact that the average height of Indonesian women are 153 cm, making Indonesia known to be the nation with the shortest descendant in the world. The main concept we came up with is to picture confidence, being confident with their own height, that are applied throughout the shoot. With this concept, our goal is to show the versatility of the products, and to bring the idea that being short or tall is just perception, by not discouraging people with their own height. The shot divided into 3 different frames for each of the products that has a meaning connected to the others. The division are: - Product Shot: a shot focus on the product. - Mirror Shot: a shot using a mirror as the property to pass on the message of our concept - to be content with their own height. - Other Shot (without mirror): a shot to show how the products look like when its worn, and act as a part of aesthetic to lure in customer.
Team: Elycia Joanna, Veren Felisa, Fernando Lim, Cynthia Huang
Photographer: Brynedicta
MUA: Louise Daniella
Talent: Priskhila, Ratih Adiani
Videographer: Mooilux