THIERRY MUGLER WOMANITY
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.