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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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
The Campari calendar
6
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
• 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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Salma Hayek by Mario Testino (2007)
'Hotel Campari'
Jessica Alba by Mario Testino (2009)
'Club Campari'
8
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Eva Mendes by Marino Parisotto (2008)
'Campari Tales'
Olga Kurylenko by Simon Nervi (2010)
'Milano'
9
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
The concept
10
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
• 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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
The photographer
14
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Sensuality, versatility and perfectionism
Mert & Marcus
1st choice
2008 'Hammam’ W Magazine September’08
Model: Kate Moss
Photo: Mert & Marcus
Stylist: Alex White
15
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Sensuality, versatility and perfectionism
Mert & Marcus
2010 'Eccentric Charisma’ Bvlgari F/W’10-11
Model: Julianne Moore
Photo: Mert & Marcus
Stylist: Julia von Boehm
1st choice
16
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Mert & Marcus
1st choice
2010 Iceberg F/W’10
Model: Carolyn Murphy
Photo: Mert & Marcus
Stylist: Katy England
Makeup: Lucia Pieroni
Sensuality, versatility and perfectionism
17
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Sexy, provocative and strong
Mikael Jansson
2nd choice
19
2010 Interview Magazine January’10
Model: Penélope Cruz
Photo: Mikael Jansson
2010 Interview Magazine November’10
Model: Vanessa Paradis
Photo: Mikael Jansson
2009 ‘Follow that Woman' Vogue Nippon September’09
Model: Charles Devoe, Edita Vilkeviciute
Photo: Mikael Jansson
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Elegance, sophistication and drama
Azim Haidaryan
3rd choice
2010 'Bond Girl in Love’ Velvet Magazine May’10
Model: Valentina Zelyaeva
Photo: Azim Haidaryan
N/A
Photo: Azim Haidaryan
2009 'Lui & Lei, oriente e occidente’ Velvet Magazine March’09
Model: Daul Kim
Photo: Azim Haidaryan
21
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
The model
22
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Model, actress and celebrity
Milla Jovovich
1st choice
2010 LA Times Magazine September’10
Model: Milla Jovovich
Photo: Guy Aroch
Stylist: Hayley Atkin
24
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2009 Dsquared2 S/S’09
Model: Linda Evangelista, Naomi Campbell
Photo: Steven Meisel
2008 Prada F/W08
Model: Linda Evangelista
Photo: Steven Meisel
Makeup: Pat McGrath
Iconical model and celebrity
Linda Evangelista
2nd choice
26
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Milla Jovovich & Linda Evangelista
The perfect back-up
27
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Styling
28
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Styling inspirated on the 60's legendary movie
Elisabeth Taylor's 'Cleopatra' (1963)
29
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Karl Templer
Stylist
2010 Luis Vuitton F/W’10
Model: Christy Turlington, Natalia Vodianova & Karen Elson
Photo: Steven Meisel
Stylist: Karl Templer
Ingenious, austonding and magical
32
2010 'Pretty Tough' Interview Magazine April’10
Model: Freja
Photo: Craig McDean
Stylist: Karl Templer
2007 'Île de la Mode' W Magazine March’07
Model: Sasha Pivovarova
Photo: Michael Thompson
Stylist: Karl Templer
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Red lips
2010 W Magazine August’10
Photo: Mert and Marcus
Black As Kohl
2009 Miu Miu S/S’09
Photo: Mert and Marcus
Tabacco Tones
2009 Shiseido Clé de Peau Beauté F/W’09
Photo: Mert and Marcus
2008 Vogue Paris November
Photo: Mert and Marcus
2010 Interview March
Photo: Mert and Marcus
2009 Vogue Paris September
Photo: Mert and Marcus
Makeup artist and color creator for Clé de Peau Beauté
Lucia Pieroni
Makeup
2010 Shiseido S/S’10
Photo: Mert and Marcus
2010 W Magazine October
Photo: Mert and Marcus
2009 W Magazine September
Photo: Mert and Marcus
33
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Black as Kohl
Red lips
Tobacco tones
Make-up & Hair Artist
Angela Holthuis
Makeup 2nd choice
34
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Location
35
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2. Projecting atrezzo
Studio set style guidelines
Walls, doors, windows... The architecture are generated using projections on large backdrops. Cheaper and chic.
38
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
3. Intimate ambience lighting
Mystery, sensuality, confidence, love, pain and drama... Emotions lies on lighting.
Studio set style guidelines
39
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
4. ‘Sixtyfied’ ancient egyptian art
A tribute to the movie for the 50th anniversary (1963-2013)
Studio set style guidelines
40
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Source: www.shootfactory.co.uk
London W10
Sun Studio
Location Studio. 1st choice
41
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
London SW11
Whitespace Studio
Location Studio. 2nd choice
Source: www.shootfactory.co.uk
42
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Shooting
43
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
‘Introducing
Cleopatra’
Shoot #01
January (Winter)
2010 Moët & Chandon Campaign
Model: Scarlett Johanson
Photo: Mert and Marcus
Cocktail of the month:
Campari with orange
Acting/Posing/Cropping examples:
Original movie shoot
44
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
‘Cleopatra
receives Cesar’
Shoot #02
February (Winter)
Cocktail of the month:
Negroni Sbagliato
2010 Tsum F/W’10-11
Model: Cindy Crawford
Photo: Mert and Marcus
Acting/Posing/Cropping examples:
Original movie shoot
45
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2002 'Castaway’ Vogue UK
Model: Kate Moss
Photo: Mert and Marcus
‘Cleopatra
seduces Cesar’
Shoot #03
March (Spring)
Cocktail of the month:
Campari Soda Cocktail
Acting/Posing/Cropping examples:
Original movie shoot
46
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2008 ‘Kiss the Sky’ W Magazine August’08
Model: Gisele Bundchen
Photo: Mert and Marcus
‘Cleopatra
arrives at Rome’
Shoot #04
April (Spring)
Cocktail of the month:
Cerveza Nicola
Acting/Posing/Cropping examples:
Original movie shoot
47
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2001 'Death Valley’ Pop Magazine
Model: Gisele Bundchen
Photo: Mert and Marcus
‘Alone’
Shoot #05
May (Spring)
Cocktail of the month:
Buon Giorno
Acting/Posing/Cropping examples:
Original movie shoot
48
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2008 'Hammam’ W Magazine September’08
Model: Kate Moss
Photo: Mert and Marcus
‘Cleopatra
receives Mark’
Shoot #06
June (Summer)
Cocktail of the month:
Campari Citrus Infusion
Acting/Posing/Cropping examples:
Original movie shoot
49
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2008 'Hammam’ W Magazine September’08
Model: Kate Moss
Photo: Mert and Marcus
‘Cleopatra
seduces Mark’
Shoot #07
July (Summer)
Cocktail of the month:
Milano Sesquicentennial
Acting/Posing/Cropping examples:
Original movie shoot
50
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2010 Moët & Candon Campaign
Model: Scarlett Johanson
Photo: Mert and Marcus
‘Getting close to
Cleopatra’s lips’
Shoot #08
August (Summer)
Cocktail of the month:
The Armada
Acting/Posing/Cropping examples:
Original movie shoot
51
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2010 Gucci S/S’10
Model: Natasha Poly
Photo: Mert and Marcus
‘They
become lovers’
Shoot #09
September (Autumn)
Cocktail of the month:
Campari Cherry Infusion
Acting/Posing/Cropping examples:
Original movie shoot
52
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Cocktail of the month:
Zapatista
2010 Valentino S/S’10
Model: Dree Hemingway
Photo: Mert and Marcus
‘Decadence’
Shoot #10
October (Autumn)
Acting/Posing/Cropping examples:
Original movie shoot
53
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2010 'Vogue Paris Dec’09/Jan’10’
Model: Laetitia Casta
Photo: Mert and Marcus
‘Desolated for
the death of Mark’
Shoot #11
November (Autumn)
Cocktail of the month:
Amore
Acting/Posing/Cropping examples:
Original movie shoot
54
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
2010 DSquared2 F/W’10-11
Model: Iris Strubegger, Alla Kostromichova
Photo: Mert and Marcus
2008 W Magazine September’08
Model: Kate Hudson
Photo: Mert and Marcus
‘Cleopatra
has died’
Shoot #12
December (Winter)
Cocktail of the month:
Negroni
Acting/Posing/Cropping examples:
Original movie shoot
55
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
Budget
56
‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net>
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

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

  • 1. Milla Jovovich by Mert & Marcus ‘Epic Love’ 2013 Marçal P. M. (+34) 606313609 marcal@marcal.net www.marcal.net
  • 2. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> The heritage 2
  • 3. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 4. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 5. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 6. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> The Campari calendar 6
  • 7. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> • 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
  • 8. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Salma Hayek by Mario Testino (2007) 'Hotel Campari' Jessica Alba by Mario Testino (2009) 'Club Campari' 8
  • 9. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Eva Mendes by Marino Parisotto (2008) 'Campari Tales' Olga Kurylenko by Simon Nervi (2010) 'Milano' 9
  • 10. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> The concept 10
  • 11. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 12. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> • 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
  • 13. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 14. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> The photographer 14
  • 15. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Sensuality, versatility and perfectionism Mert & Marcus 1st choice 2008 'Hammam’ W Magazine September’08 Model: Kate Moss Photo: Mert & Marcus Stylist: Alex White 15
  • 16. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Sensuality, versatility and perfectionism Mert & Marcus 2010 'Eccentric Charisma’ Bvlgari F/W’10-11 Model: Julianne Moore Photo: Mert & Marcus Stylist: Julia von Boehm 1st choice 16
  • 17. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Mert & Marcus 1st choice 2010 Iceberg F/W’10 Model: Carolyn Murphy Photo: Mert & Marcus Stylist: Katy England Makeup: Lucia Pieroni Sensuality, versatility and perfectionism 17
  • 18. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 19. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Sexy, provocative and strong Mikael Jansson 2nd choice 19 2010 Interview Magazine January’10 Model: Penélope Cruz Photo: Mikael Jansson 2010 Interview Magazine November’10 Model: Vanessa Paradis Photo: Mikael Jansson 2009 ‘Follow that Woman' Vogue Nippon September’09 Model: Charles Devoe, Edita Vilkeviciute Photo: Mikael Jansson
  • 20. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 21. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Elegance, sophistication and drama Azim Haidaryan 3rd choice 2010 'Bond Girl in Love’ Velvet Magazine May’10 Model: Valentina Zelyaeva Photo: Azim Haidaryan N/A Photo: Azim Haidaryan 2009 'Lui & Lei, oriente e occidente’ Velvet Magazine March’09 Model: Daul Kim Photo: Azim Haidaryan 21
  • 22. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> The model 22
  • 23. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 24. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Model, actress and celebrity Milla Jovovich 1st choice 2010 LA Times Magazine September’10 Model: Milla Jovovich Photo: Guy Aroch Stylist: Hayley Atkin 24
  • 25. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 26. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2009 Dsquared2 S/S’09 Model: Linda Evangelista, Naomi Campbell Photo: Steven Meisel 2008 Prada F/W08 Model: Linda Evangelista Photo: Steven Meisel Makeup: Pat McGrath Iconical model and celebrity Linda Evangelista 2nd choice 26
  • 27. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Milla Jovovich & Linda Evangelista The perfect back-up 27
  • 28. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Styling 28
  • 29. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Styling inspirated on the 60's legendary movie Elisabeth Taylor's 'Cleopatra' (1963) 29
  • 30. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 31. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 32. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Karl Templer Stylist 2010 Luis Vuitton F/W’10 Model: Christy Turlington, Natalia Vodianova & Karen Elson Photo: Steven Meisel Stylist: Karl Templer Ingenious, austonding and magical 32 2010 'Pretty Tough' Interview Magazine April’10 Model: Freja Photo: Craig McDean Stylist: Karl Templer 2007 'Île de la Mode' W Magazine March’07 Model: Sasha Pivovarova Photo: Michael Thompson Stylist: Karl Templer
  • 33. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Red lips 2010 W Magazine August’10 Photo: Mert and Marcus Black As Kohl 2009 Miu Miu S/S’09 Photo: Mert and Marcus Tabacco Tones 2009 Shiseido Clé de Peau Beauté F/W’09 Photo: Mert and Marcus 2008 Vogue Paris November Photo: Mert and Marcus 2010 Interview March Photo: Mert and Marcus 2009 Vogue Paris September Photo: Mert and Marcus Makeup artist and color creator for Clé de Peau Beauté Lucia Pieroni Makeup 2010 Shiseido S/S’10 Photo: Mert and Marcus 2010 W Magazine October Photo: Mert and Marcus 2009 W Magazine September Photo: Mert and Marcus 33
  • 34. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Black as Kohl Red lips Tobacco tones Make-up & Hair Artist Angela Holthuis Makeup 2nd choice 34
  • 35. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Location 35
  • 36. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 37. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 38. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2. Projecting atrezzo Studio set style guidelines Walls, doors, windows... The architecture are generated using projections on large backdrops. Cheaper and chic. 38
  • 39. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 3. Intimate ambience lighting Mystery, sensuality, confidence, love, pain and drama... Emotions lies on lighting. Studio set style guidelines 39
  • 40. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 4. ‘Sixtyfied’ ancient egyptian art A tribute to the movie for the 50th anniversary (1963-2013) Studio set style guidelines 40
  • 41. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Source: www.shootfactory.co.uk London W10 Sun Studio Location Studio. 1st choice 41
  • 42. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> London SW11 Whitespace Studio Location Studio. 2nd choice Source: www.shootfactory.co.uk 42
  • 43. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Shooting 43
  • 44. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> ‘Introducing Cleopatra’ Shoot #01 January (Winter) 2010 Moët & Chandon Campaign Model: Scarlett Johanson Photo: Mert and Marcus Cocktail of the month: Campari with orange Acting/Posing/Cropping examples: Original movie shoot 44
  • 45. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> ‘Cleopatra receives Cesar’ Shoot #02 February (Winter) Cocktail of the month: Negroni Sbagliato 2010 Tsum F/W’10-11 Model: Cindy Crawford Photo: Mert and Marcus Acting/Posing/Cropping examples: Original movie shoot 45
  • 46. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2002 'Castaway’ Vogue UK Model: Kate Moss Photo: Mert and Marcus ‘Cleopatra seduces Cesar’ Shoot #03 March (Spring) Cocktail of the month: Campari Soda Cocktail Acting/Posing/Cropping examples: Original movie shoot 46
  • 47. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2008 ‘Kiss the Sky’ W Magazine August’08 Model: Gisele Bundchen Photo: Mert and Marcus ‘Cleopatra arrives at Rome’ Shoot #04 April (Spring) Cocktail of the month: Cerveza Nicola Acting/Posing/Cropping examples: Original movie shoot 47
  • 48. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2001 'Death Valley’ Pop Magazine Model: Gisele Bundchen Photo: Mert and Marcus ‘Alone’ Shoot #05 May (Spring) Cocktail of the month: Buon Giorno Acting/Posing/Cropping examples: Original movie shoot 48
  • 49. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2008 'Hammam’ W Magazine September’08 Model: Kate Moss Photo: Mert and Marcus ‘Cleopatra receives Mark’ Shoot #06 June (Summer) Cocktail of the month: Campari Citrus Infusion Acting/Posing/Cropping examples: Original movie shoot 49
  • 50. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2008 'Hammam’ W Magazine September’08 Model: Kate Moss Photo: Mert and Marcus ‘Cleopatra seduces Mark’ Shoot #07 July (Summer) Cocktail of the month: Milano Sesquicentennial Acting/Posing/Cropping examples: Original movie shoot 50
  • 51. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2010 Moët & Candon Campaign Model: Scarlett Johanson Photo: Mert and Marcus ‘Getting close to Cleopatra’s lips’ Shoot #08 August (Summer) Cocktail of the month: The Armada Acting/Posing/Cropping examples: Original movie shoot 51
  • 52. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2010 Gucci S/S’10 Model: Natasha Poly Photo: Mert and Marcus ‘They become lovers’ Shoot #09 September (Autumn) Cocktail of the month: Campari Cherry Infusion Acting/Posing/Cropping examples: Original movie shoot 52
  • 53. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Cocktail of the month: Zapatista 2010 Valentino S/S’10 Model: Dree Hemingway Photo: Mert and Marcus ‘Decadence’ Shoot #10 October (Autumn) Acting/Posing/Cropping examples: Original movie shoot 53
  • 54. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2010 'Vogue Paris Dec’09/Jan’10’ Model: Laetitia Casta Photo: Mert and Marcus ‘Desolated for the death of Mark’ Shoot #11 November (Autumn) Cocktail of the month: Amore Acting/Posing/Cropping examples: Original movie shoot 54
  • 55. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 2010 DSquared2 F/W’10-11 Model: Iris Strubegger, Alla Kostromichova Photo: Mert and Marcus 2008 W Magazine September’08 Model: Kate Hudson Photo: Mert and Marcus ‘Cleopatra has died’ Shoot #12 December (Winter) Cocktail of the month: Negroni Acting/Posing/Cropping examples: Original movie shoot 55
  • 56. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> Budget 56
  • 57. ‘Epic Love’ for Campari Calendar. CSM Art Direction. Marçal Prats <marcal@marcal.net> 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
  • 58. 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