2. Content/Context
We want to communicate minimalistic, authenticity and quality. Through a clean
layout and simple backgrounds that emphasizes the model and the garments .The
message is delivered through a photo shoot in Cos magazine. People interpret images
in different ways, creating an interesting visual experience with a clear message is our
aim.
Tone
The tone is perfection. Everything is in its place well put. The relationship of the
participants consists of a couple that shares a particular life style, good taste in
dressing and an interest for design. They click. The atmosphere that involves these
characters is strict and almost conservative.
Casting
Since COS is a brand that wants to maintain secrecy, we will not use famous
celebrities nor models in the fashion editorial. We will maintain COS tradition in
using unknown models. We are planning to use the photographer Greg Williams. He
has a diverse portfolio but he fits the COS parameters in photo shooting.
Location
Our advertisement is trying to take a step forward by adding a lifestyle into the
fashion editorials. We would like to create an environment that fits together with the
garments and transmits the true concept of COS. The photo shoot will take place in a
modern apartment, with white walls and wooden floors, very spacious and
minimalistic decoration. Black and white furniture is essential in the interior
decoration.
Coloring
The colors will be neutral beige, grey, navy blue, black and white. These colors
represent Cos because they are cold. They transmit a feeling of pureness, cleanness
and simplicity. Blue is a cool calming color that shows creativity and intelligence.
White is often associated with being pure, and clean. Black is classic, sophistication,
it is powerful and portrays one of class elegance and wealth.
Music
The music that most represents COS for us is any Modern Jazz, or Slow electro which
connects you with the movement and feeling of the garment. Thievery Corporation is
a great group that matches with COS, its rhythm and beat is slow but comforting,
calming and neutral.
Authorities
Cos is not a brand that uses publicity therefore no authorities should be mentioned.
