THIERRY MUGLER WOMANITY
Clarins UK
CREDITS
DIRECTOR
Dan Constantinou
PRODUCER
Mark Williams
AGENCY
KR Mediacom
NETWORK
E4
BRIEFING
To help launch Parisian fashion god Thierry Mugler’s new perfume 'Womanity' in Britain – Fin was tasked with creating parent group Clarins’ first ever TV sponsorship campaign.
The show to be sponsored was evergreen US teen import 90210, so the client wanted a strong link with California, as well as a focus on the highly distinctive Womanity bottle and design details therein. They wanted to project Mugler’s theory of “Womanity” – girls enjoying being out together in friendship groups.
Finally, as E4 were screening a 22-episode series, a high volume of idents was required, in order to maximize rotation variety and therefore audience engagement.
Back at Fin, we worked up a range of concepts and, in concert with Mediacom, decided on the best 2 – ‘LA’ & ‘Numbers’ – to present to Clarins executives and Monsieur Mugler’s creative director. For this storyboard summit, we also prepared bespoke music demos with musician Mike Payne and a pre-negotiated range of female voice artistes.
Clarins / Mugler were instantly decisive, plumping for the ‘LA’ visual route with a space-rocking track, a great chorus hook and a young American voiceover. Dan directed a precision studio shoot with atmospheric archive of Los Angeles projected through and bouncing off the Womanity bottle, shot in a vast series of different moves and projected backgrounds. Mark edited and graded these into 25 idents, with end-boards and even in-store posters designed in After Effects by Dylan Lategan.