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MAGNANNI SHOES
AUTUMN WINTER 23 Campaign
The AW23 Magnanni campaign aligns with the standard process of my conceptualization and design, but with some distinctions. This project stemmed from the need to repurpose an existing set due to budget constraints. The primary objective was to execute a cost-efficient construction, incorporating mineral props, structural redesign, and strategic lighting. The process outlines a modification in my approach to serve this project, illustrating the process of repurposing a set to achieve objectives and strategies within a budget that is smaller than the normal budget for set builds.
Research & Inspiration
As this involves repurposing a set with a focus on cost-effectiveness, it is crucial to consider the inspiration behind the structure’s build, texture, material, and props throughout the initial phase of the process. The following inspirations are intended to be easily adaptable for editing the old set while simultaneously enhancing it with new materials and textures. It is also essential to keep in mind that this project is focused for the Autumn-Winter season.
3D Set Build
Normally, my process involves a sketch phase to refine initial ideas. However, for this particular project, I had already constructed the previous set in 3D. This approach illustrates the necessary modifications to alter the structure significantly to introduce diversity in post-production. The following edits showcase the ideation of the new set while also keeping in mind budget constraints to restructure the build.
Set Construction
Once the set concept is established and communicated to the builders along with a quote that aligns with the budget, the construction phase starts. Throughout this process, it is crucial to maintain oversight to ensure that everything is on track and that objectives are being met.
Final Execution of Campaign
Every set and production starts with test shots to define objectives for the seasonal rollout, afterwards progressing to production execution. Presented below are some of the final shots from the set build seamlessly transitioning into the execution phase. Each shot is carefully crafted to introduce diversity for products into the web rollout. This ensures that the content remains consistently fresh and updated, eliminating any potential for stagnant content. Ultimately, this approach contributes to enhancing product appeal and consumer engagement.
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