4. 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.
5.
6. 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.
7.
8. 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.
9.
10. 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.
11.
12. 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.
13.
14. 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.
15.
16. Authorities
• Cos is not a brand that uses publicity therefore no
authorities should be mentioned.