Bottega Veneta gets cinematic for its spring/summer 2018 campaign
It takes guts for a brand known so well for its rich heritage to embrace the new. But that's exactly what Bottega Veneta has done for the next chapter of its 'Art of Collaboration' series.
It's the brainchild of creative director Tomas Maier, who in 2001 had the idea to work with a different photographer to document each collection every season. For its latest spring/summer campaign, that has taken the form of a new digital-first advertising campaign.
Dubbed simply 'Reflections', the campaign embraces moving images like never before. It features six films - all directed by Fabien Baron - which will be released sequentially throughout the season, one each week.
“We have always told stories about our products and our brand,” says Maier. “The evolution of the Art of Collaboration enables us to reach and have a dialogue with the customer on his or her terms.”
Each film focusses on a different character, each one drawing from the brand pillars. The six films, Miraggio, 196.6 MHz, Utopia, Rebirth, Aurora and Vertigo allow customers to interpret the new collection “in their own way,” says Maier.
The campaign casts models who come from all over the world, which is very much part of the Bottega brand. Models include Vittoria Ceretti (Italy), Aube Jolicoeur (Haiti), Janis Ancens (Latvia) and Sora Choi (Korea).
The first film (above) is about the "relentless desire to find the frequency that connects us all" says Maier. 1966 was the year Bottega Veneta was founded.
The next two pieces in the series - Utopia (Smoke) and Rebirth (Flowers) - will be released in March.