Cotton Candy and the lightness of being
We freshly rebooted Chiara Martinelli Fashion Jewels for their Cotton Candy collection with a product shoot, "still life with a model" imagery and a brand new e-commerce website.
"Less is more"
The phrase made famous by Robert Browning in his poem "Andrea del Sarto" inspired this brand revamp for Chiara Martinelli.
When approached by the Brighton-based jewellery designer to refresh her brand and shoot for her new collection, Cotton Candy, we started to brainstorm colourful ideas around the world of the funfair, the circus, and dreamy Fellini-style seaside scenarios.
Soon, time and budget restraints put a brake on the great scenarios we were visualising in the initial mood boards.
Then, in a moment of deus-ex-machina, the solution arrived; let's strip the concept to the essentials, keeping only the three base ingredients:
the jewels
the colours
the candy floss (or cotton candy for the American market)
Since each of our creative campaigns has a title, these three components inspired the name of this project
“Cotton Candy and the lightness of being”The title and base ingredients were enough to start sketching the first visuals, which were then submitted for our client's approval.
from concept to production
Moving to production, we embraced Chiara Martinelli's exquisite jewellery's playful spirit and colourful vibrancy. The vision was clear: to present these pieces in a way that goes beyond the conventional, creating an immersive experience that captivates and enchants.
Set against a backdrop of soft, dreamlike scenes, a model adorned in Chiara’s colourful jewels becomes integral to a fantastical tableau where the ordinary blends with the extraordinary. The strategic choice of gigantic candy floss serves multiple purposes, not just as a prop but as a narrative element. Its complementary and evocative colours do more than highlight the jewellery; they create a sensory bridge between the viewer and the tactile, delicate nature of the pieces. This careful orchestration of colours and elements evokes a sense of nostalgia and whimsy, transporting the viewer to moments of pure joy and wonder.
The use of candy floss, with its soft, ethereal texture juxtaposed against the vivid, tangible beauty of the jewellery, sets a scene that's both captivating and thought-provoking. It challenges the viewer to see beyond the surface, inviting them into a world where fashion and fantasy converge. This imaginative approach not only showcases the jewellery but also tells a story, a narrative where every piece is imbued with emotion and depth, much like the memorable moments they are destined to accompany.
In addition to our brand rebooting service for Chiara Martinelli Fashion Jewels, we developed social media feeds and a new e-commerce website, allowing Chiara’s customers to shop for their products online.
The Happy Ending
Our client has been happy to see how we have developed an entire project from inception to completion, keeping the outcome consistent with the initial concept and delivering valuable imagery for the brand’s new look.
Here’s what Chiara had to say about the project:
“Working with Marco was just great!! Marco is passionate about his job and works with outstanding professionalism!
After our initial meeting and briefing on my creations, Marco came back with a great concept and a storytelling board visualised with sketches.
In a short time, Marco put together a fantastic team and kept everyone informed on the next steps, progress and actions up to the shooting day when everything went super smooth!
I can’t wait till the next campaign!!”
– Chiara Martinelli, jewel designer
Cotton Candy
and the lightness of beingcredits & acknowledgements
client // Chiara Martinelli Fashion Jewels
photography & production // Marco Joe Fazio
art direction // Gian Marco Tavani
fashion styling // Sara Darling
make-up & hairstyle // Fanny Burgos
model // Natalia Satunova
We specialise in transforming fashion narratives into breathtaking imagery that showcases your collections and sets your brand apart in the highly competitive industry.
Seize the opportunity to enchant your audience and leave an indelible mark on the fashion world. Let us craft images that do more than display your designs; they weave your brand's unique story into every frame.
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