Interviews
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Three marketing trends come with A|X 2020/Speed Style
10 Aug '10
3 min read
Armani Exchange Leads the Industry with the Launch of an Integrated 3D Advertising Campaign for Fall 2010
THE CAMPAIGN – This Fall, Armani Exchange takes you to a futuristic city at the edge of darkness with images that capture hard-edged style and the provocative thrill of the future unknown.
"2020/Speed Style" delivers an intense mood of rugged elegance and cool sensuality, where runaway lovers escape from the fiery streets above and take refuge in a mysterious urban underdome, where nothing exists except the seductive intrigue of speed and style.
THE LAUNCH – "2020/Speed Style" will launch in August, 2010, with a series of color images that break in major national media—print, outdoor ads, and online. The in-book media program will consist of two-page spreads featured in magazines including GQ, Details, Out, Men's Health, ELLE, InStyle, Glamour, Nylon, V Magazine, Interview, and People StyleWatch.
THE 3D LAUNCH – Armani Exchange is among the leaders in the fashion industry to use 3D images for the main seasonal campaign. Always on the cutting edge of technology and style, Armani Exchange continues to create innovative programs that directly target the A|X Generation. The Armani Exchange 3D campaign brings together three marketing trends – exclusive content, online entertainment, and social networking – in a unique and interesting way.
The A|X Fall 2010 3D advertising campaign will run in GQ, V Magazine, and Interview with exclusive A|X 3D glasses for viewing the creative. These ads will direct readers to a specially designed 3D page on the A|X "Life" section of the brands website, where users will be able to view an exclusive 2D and 3D music video based around the A|X Fall 2010 advertising campaign on A|X:TV. This breakthrough A|X3D campaign will also be featured in store windows, on video screens in the top 10 markets in both North America and in international markets.
THE LOCATION – Shot over three days on location on a soundstage in Brooklyn, NY, the campaign's set was constructed to create the stylistic underworld of "2020/Speed Style." Panels of diffused dramatic light shadow the darkness to create the look of a mysterious sanctuary. These distinctive details provide the futuristic backdrop to cutting-edge street chic styling and accentuate the provocative energy and intense mood of intoxicating danger. The campaign also features a Ducati 1198S Motorbike as a prominent character, adding an erotic and surreal visual aesthetic to the cinematic-style images.
CAST & CREW – Shot by photographer Matthew Scrivens and created by an in-house team under the direction of Tom Jarrold (CMO for A|X). The cast features Tamiris Souza Freitas (One Model Management), and Arthur Sales (Major Models).
The Armani Group is one of the leading fashion and luxury goods groups in the world today with over 5,000 direct employees and 13 factories. It designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelry, fragrances and cosmetics, and home furnishings under a range of brand names: Giorgio Armani Prive, Giorgio Armani, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, EA7, A|X Armani Exchange, Armani Junior, Armani Baby and Armani Casa.
THE CAMPAIGN – This Fall, Armani Exchange takes you to a futuristic city at the edge of darkness with images that capture hard-edged style and the provocative thrill of the future unknown.
"2020/Speed Style" delivers an intense mood of rugged elegance and cool sensuality, where runaway lovers escape from the fiery streets above and take refuge in a mysterious urban underdome, where nothing exists except the seductive intrigue of speed and style.
THE LAUNCH – "2020/Speed Style" will launch in August, 2010, with a series of color images that break in major national media—print, outdoor ads, and online. The in-book media program will consist of two-page spreads featured in magazines including GQ, Details, Out, Men's Health, ELLE, InStyle, Glamour, Nylon, V Magazine, Interview, and People StyleWatch.
THE 3D LAUNCH – Armani Exchange is among the leaders in the fashion industry to use 3D images for the main seasonal campaign. Always on the cutting edge of technology and style, Armani Exchange continues to create innovative programs that directly target the A|X Generation. The Armani Exchange 3D campaign brings together three marketing trends – exclusive content, online entertainment, and social networking – in a unique and interesting way.
The A|X Fall 2010 3D advertising campaign will run in GQ, V Magazine, and Interview with exclusive A|X 3D glasses for viewing the creative. These ads will direct readers to a specially designed 3D page on the A|X "Life" section of the brands website, where users will be able to view an exclusive 2D and 3D music video based around the A|X Fall 2010 advertising campaign on A|X:TV. This breakthrough A|X3D campaign will also be featured in store windows, on video screens in the top 10 markets in both North America and in international markets.
THE LOCATION – Shot over three days on location on a soundstage in Brooklyn, NY, the campaign's set was constructed to create the stylistic underworld of "2020/Speed Style." Panels of diffused dramatic light shadow the darkness to create the look of a mysterious sanctuary. These distinctive details provide the futuristic backdrop to cutting-edge street chic styling and accentuate the provocative energy and intense mood of intoxicating danger. The campaign also features a Ducati 1198S Motorbike as a prominent character, adding an erotic and surreal visual aesthetic to the cinematic-style images.
CAST & CREW – Shot by photographer Matthew Scrivens and created by an in-house team under the direction of Tom Jarrold (CMO for A|X). The cast features Tamiris Souza Freitas (One Model Management), and Arthur Sales (Major Models).
The Armani Group is one of the leading fashion and luxury goods groups in the world today with over 5,000 direct employees and 13 factories. It designs, manufactures, distributes and retails fashion and lifestyle products including apparel, accessories, eyewear, watches, jewelry, fragrances and cosmetics, and home furnishings under a range of brand names: Giorgio Armani Prive, Giorgio Armani, Armani Collezioni, Emporio Armani, AJ | Armani Jeans, EA7, A|X Armani Exchange, Armani Junior, Armani Baby and Armani Casa.
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Ritesh Dodhia
Dodhia Synthetics Limited
Christian Guinet
French Textile Equipment Manufacturers’ Association (UCMTF)
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