'Epic love' for Campari. Art Direction in Fashion - Central Saint Martins (2010)

Milla Jovovich by Mert & Marcus
‘Epic Love’ 2013
Marçal P.
M. (+34) 606313609
marcal@marcal.net
www.marcal.net

‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
The heritage
2

Campari
• Campari is an italian alcoholic aperitif
created by Gaspare Campari in 1860.
• Its secret formula contains more than 60
natural ingredients including herbs, spices,
barks and fruit peels.
• In Italy, Campari is served in a frozen glass
without ice with adding soda. In the US,
Campari is often used for cocktails and
served with ice.
1932 ‘Campari Soda’
Cone-shaped bottle
by the Italian futurist artist
Fortunato Depero
3

Campari and Art
1950 'Campari Soda' by Franz Marangolo1933 'Padiglione Campari' by Fortunato Depero 1921 'Folletto' by Leonetto Cappiello
• Davide Campari, Gaspare's youngest son, set the industry's
standard of advertising and marketing. He also engaged with
commissioning artists to create poster advertisement.
• Leonetto Cappiello created the famous Spiritello sprite wrapped
in a orange peel, an image that people still remember.
4

1999 ‘Campari & Orange’ by Anonymous LLC
“the most stolen bus shelter campaign
ever run in the city of New York.”
• Dudovich's famous red poster portraying two
lovers passionately kissing in a private room is a
forerunner of the red passion concept featured in
today's commercials.
2008 ‘Só ela é assimi’ by Rafael Urenha1920 'Bitter Campari' by Marcello Dudovich
Campari and Passion
5

The Campari calendar
6

• One of the world’s iconic artistic calendars.
• Each year only 9,999 are produced in a limited run
to a limited audience.
• World class photographers starring world-wide
celebrities make it come to life every edition.
The Campari calendar
2007 'Hotel Campari'
Starring: Salma Hayek
Photo: Mario Testino
Creative direction: Chad Farmer
2008 'Campari Tales'
Starring: Eva Mendes
Photo: Marino Parisotto
Creative direction: Callegari Bereville Grey
2009 'Club Campari'
Starring: Jessica Alba
Photo: Mario Testino
Creative direction: Jean Paul Goude
2010 ' Milano'
Starring: Olga Kurylenko
Photo: Simone Nervi
Creative direction: Stefano Cairati
7

Salma Hayek by Mario Testino (2007)
'Hotel Campari'
Jessica Alba by Mario Testino (2009)
'Club Campari'
8

Eva Mendes by Marino Parisotto (2008)
'Campari Tales'
Olga Kurylenko by Simon Nervi (2010)
'Milano'
9

The concept
10

Red + Passion = Love
'The secret ingredient of Campari is passion'
Salma Hayek
2007 'Campari Red Passion City' by CraveroLanis BTL 2009 'Campari Red Experience' by DPZ
11

• The greatest love stories in history and literature are immortal.
• Some examples:
Looking for a great love story...
Romeo and Juliet (1595)
A tragedy by William Shakespeare. This couple has
become a synonym of love itself.
Shah Jahan and Mumtaz Mahal (1612)
After Mumtaz died in 1629, the emperor create a ﬁtting monument,
the Wonder of the World Taj Mahal.
Wallis Simpson and Prince Edward (1936)
Edward became King of England in 1936, but he soon
abdicated the throne to be married to the woman he loved.
12

Cleopatra and Mark Anthony
Mark Anthony Cleopatra
• The ultimate Romeo and Juliet true love story.
• When: 31 BC
• Where: Rome and Egypt
• What’s So Special about Their Love: 
These two had a love so strong, war was waged
against them to break them up. When Mark
Antony left his wife, Octavia, for the mesmerizing
Cleopatra, Octavia’s brother Octavian brought the
army of Rome to destroy them. These two lovers
were so entranced with each other that they
committed suicide rather than be apart.
The greatest romance ever:
Source: allwomenstalk.com
13

The photographer
14

Sensuality, versatility and perfectionism
Mert & Marcus
1st choice
2008 'Hammam’ W Magazine September’08
Model: Kate Moss
Photo: Mert & Marcus
Stylist: Alex White
15

Mert & Marcus
2010 'Eccentric Charisma’ Bvlgari F/W’10-11
Model: Julianne Moore
Stylist: Julia von Boehm
1st choice
16

Mert & Marcus
1st choice
2010 Iceberg F/W’10
Model: Carolyn Murphy
Stylist: Katy England
Makeup: Lucia Pieroni
17

Sexy, provocative and strong
Mikael Jansson
2nd choice
18
2010 'Let’s Get Lost’ Interview Magazine August’10
Model: Daria Werbowy
Photo: Mikael Jansson
Stylist: Karl Templer

Sexy, provocative and strong
Mikael Jansson
2nd choice
19
2010 Interview Magazine January’10
Model: Penélope Cruz
2010 Interview Magazine November’10
Model: Vanessa Paradis
2009 ‘Follow that Woman' Vogue Nippon September’09
Model: Charles Devoe, Edita Vilkeviciute

2009 'Super Extra Wonder Iper’ Velvet Magazine October’09
Models: Dioni Tabbers, Margaryta Senchylo & Ragnhild Jevne
Photo: Azim Haidaryan
Elegance, sophistication and drama
Azim Haidaryan
3rd choice
20

Elegance, sophistication and drama
Azim Haidaryan
3rd choice
2010 'Bond Girl in Love’ Velvet Magazine May’10
Model: Valentina Zelyaeva
N/A
2009 'Lui & Lei, oriente e occidente’ Velvet Magazine March’09
Model: Daul Kim
21

The model
22

Model, actress and celebrity
Milla Jovovich
1st choice
Nationality: American
Birth: December 17 1975, Kiev, Ukraine
Hair Color: Light brown
Eye Color: Blue
Height: 5'8.5" ; 174cm
Measurements: (US) 34-24-34 ; (EU) 86.5-61-86.5
Dress Size: (US) 4 ; (EU) 34
Shoe Size: (US) 8 ; (EU) 39 ; (UK) 8
23

Model, actress and celebrity
Milla Jovovich
1st choice
2010 LA Times Magazine September’10
Model: Milla Jovovich
Photo: Guy Aroch
Stylist: Hayley Atkin
24

Iconical model and celebrity
Linda Evangelista
2nd choice
Nationality: Canadian
Birth: May 10, 1965, St. Catherines, Ontario
Hair Color: Brown
Eye Color: Blue / green
Height: 5'9.5" ; 176cm
Measurements: (US) 34-24-35 ; (EU) 86.5-61-89
Dress Size: (US) 6 ; (EU) 36
Shoe Size: (US) 9 ; (EU) 41 ; (UK) 6
25

2009 Dsquared2 S/S’09
Model: Linda Evangelista, Naomi Campbell
Photo: Steven Meisel
2008 Prada F/W08
Model: Linda Evangelista
Makeup: Pat McGrath
Iconical model and celebrity
Linda Evangelista
2nd choice
26

Milla Jovovich & Linda Evangelista
The perfect back-up
27

Styling
28

Styling inspirated on the 60's legendary movie
Elisabeth Taylor's 'Cleopatra' (1963)
29

Stella McCartney
Lanvin
Dolce & Gabbana
Selected Vogue UK Autumn/Winter 2010-11 trends
Clothes trends
Dressing-up box
The most ﬂamboyant trend is colour, chaos and creativity.
Animal magnetism
Any designer can't resist a big-cat print.
John GallianoJohn Galliano Dolce & Gabbana
Jewellery stories
Big necklaces still an outﬁt make.
Lanvin
Autumn/Winter 2010-11 @ Paris Fashion Week
MeadhamKirchhoffJean Paul Gaultier Etro
30

Selected Vogue UK Autumn/Winter 2010-11 trends
Makeup trends
Red lips
The conﬁdent classic is reborn.
Dolce & Gabbana
Autumn/Winter 2010-11 @ Milan Fashion Week
Black As Kohl
Wrap kohl around the entire eye for a intensive look.
Gucci
Autumn/Winter 2010-11 @ Milan Fashion Week
Tabacco Tones
Luscious palette of soft toffees, caramel and tobacco.
Alexander Wang
Autumn/Winter 2010-11 @ New York Fashion Week
31

Karl Templer
Stylist
2010 Luis Vuitton F/W’10
Model: Christy Turlington, Natalia Vodianova & Karen Elson
Ingenious, austonding and magical
32
2010 'Pretty Tough' Interview Magazine April’10
Model: Freja
Photo: Craig McDean
2007 'Île de la Mode' W Magazine March’07
Model: Sasha Pivovarova
Photo: Michael Thompson

Red lips
2010 W Magazine August’10
Photo: Mert and Marcus
Black As Kohl
2009 Miu Miu S/S’09
Tabacco Tones
2009 Shiseido Clé de Peau Beauté F/W’09
2008 Vogue Paris November
2010 Interview March
2009 Vogue Paris September
Makeup artist and color creator for Clé de Peau Beauté
Lucia Pieroni
Makeup
2010 Shiseido S/S’10
2010 W Magazine October
2009 W Magazine September
33

Black as Kohl
Red lips
Tobacco tones
Make-up & Hair Artist
Angela Holthuis
Makeup 2nd choice
34

Location
35

Main studio set style guidelines:
4. ‘Sixtyﬁed’ ancient egyptian art
2. Projecting atrezzo
3. Intimate ambience lighting
1. Curtains, more than a backdrop
Styling inspirated on the 60's legendary movie
Elisabeth Taylor's 'Cleopatra' (1963)
36

Studio set style guidelines
1. Curtains, more than a backdrop
The use of curtains goes further than a simple backdrop. Like in the movie, is an active part of the decoration setup.
37

2. Projecting atrezzo
Walls, doors, windows... The architecture are generated using projections on large backdrops. Cheaper and chic.
38

3. Intimate ambience lighting
Mystery, sensuality, conﬁdence, love, pain and drama... Emotions lies on lighting.
39

4. ‘Sixtyﬁed’ ancient egyptian art
A tribute to the movie for the 50th anniversary (1963-2013)
40

Source: www.shootfactory.co.uk
London W10
Sun Studio
Location Studio. 1st choice
41

London SW11
Whitespace Studio
Location Studio. 2nd choice
Source: www.shootfactory.co.uk
42

Shooting
43

‘Introducing
Cleopatra’
Shoot #01
January (Winter)
2010 Moët & Chandon Campaign
Model: Scarlett Johanson
Cocktail of the month:
Campari with orange
Acting/Posing/Cropping examples:
Original movie shoot
44

‘Cleopatra
receives Cesar’
Shoot #02
February (Winter)
Negroni Sbagliato
2010 Tsum F/W’10-11
Model: Cindy Crawford
45

2002 'Castaway’ Vogue UK
Model: Kate Moss
‘Cleopatra
seduces Cesar’
Shoot #03
March (Spring)
Campari Soda Cocktail
46

2008 ‘Kiss the Sky’ W Magazine August’08
Model: Gisele Bundchen
‘Cleopatra
arrives at Rome’
Shoot #04
April (Spring)
Cerveza Nicola
47

2001 'Death Valley’ Pop Magazine
Model: Gisele Bundchen
‘Alone’
Shoot #05
May (Spring)
Buon Giorno
48

Model: Kate Moss
‘Cleopatra
receives Mark’
Shoot #06
June (Summer)
Campari Citrus Infusion
49

Model: Kate Moss
‘Cleopatra
seduces Mark’
Shoot #07
July (Summer)
Milano Sesquicentennial
50

2010 Moët & Candon Campaign
Model: Scarlett Johanson
‘Getting close to
Cleopatra’s lips’
Shoot #08
August (Summer)
The Armada
51

2010 Gucci S/S’10
Model: Natasha Poly
‘They
become lovers’
Shoot #09
September (Autumn)
Campari Cherry Infusion
52

Zapatista
2010 Valentino S/S’10
Model: Dree Hemingway
‘Decadence’
Shoot #10
October (Autumn)
53

2010 'Vogue Paris Dec’09/Jan’10’
Model: Laetitia Casta
‘Desolated for
the death of Mark’
Shoot #11
November (Autumn)
Amore
54

2010 DSquared2 F/W’10-11
Model: Iris Strubegger, Alla Kostromichova
2008 W Magazine September’08
Model: Kate Hudson
‘Cleopatra
has died’
Shoot #12
December (Winter)
Negroni
55

Budget
56

Model £250.000 / 300.000€
Pre-production £85.000 / 100.000€
Crew £100.000 / 120.000€
Equipment £25.000 / 30.000€
Locations £10.000 / 12.000€
Props & Wardrobe £20.000 / 25.000€
Transport & Allowance £10.000 / 12.000€
Travels £35.000 / 40.000€
Production Expenses £2.000 / 2.500€
Post Production £20.000 / 25.000€
SUBTOTAL Production £557.000 / 650.000€
Photographer's Fee Mert & Marcus Mikael Jansson Azim Haidaryan
£425.000 / 500.000€ £210.000 / 250.000€ £105.000 / 125.000€
TOTAL Production Estimate £982.000 / 1.150.000€ £767.000 / 900.000€ £662.000 / 775.000€
* January 2011 GBP/EUR currency rates
Budget
Production Estimate
57

Central Saint Martins - Art Direction
17th September 2010 (rev. January 2011)
Marçal Prats
M. (+34) 606313609
marcal@marcal.net
www.marcal.net
‘Epic Love’ 2013

'Epic love' for Campari. Art Direction in Fashion - Central Saint Martins (2010)

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