Based on my previous research on fashion film I came to the conclusion that It is a medium with lots of potential for brands and creatives, especially today with how accessible video sharing has become. New brands should definitely take advantage of fashion films, as a good video can reach and attach an audience or potential customers while presenting their universe in a creative way. 

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Therefore I contacted a small brand based in Madrid which I admired a lot and share my visual identity with. This brand, ‘Fiorella Pratto’ was in need new of content creation and visibility to reach a larger audience. My goal was to create a fashion film that would present the universe of the brand through a visual story.

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The whole project revolves around an art piece called ‘Elements’ by American artist, John Zabawa in which the four main elements in nature (air, water, fire and earth) are represented by abstract figures that assimilate these elements by their characteristic colours and forms. This art piece connects with Fiorella Pratto’s brand values in different ways:

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- Fiorella Pratto is based on quality and sustainability.

- They create garments out of 100% natural fibers.

- The brand has incorporated ‘nature’ in previous campaigns.

- Fiorella Pratto is an admirer of contemporary art, and in particular some of John Zabawa’s art pieces.

- The elements in the art piece are represented with a modern approach, likewise Fiorella Pratto gives a twist to conventional alpaca     knitwear with modern designs.

- The universe that surrounds the brand is filled with contemporary influences.

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The fashion film consists of four different videos, each one dedicated to each element in the ‘Elements’ art piece. The main concept is creating a poetry by bringing the natural forces into our everyday life. 

 

The result of this project turned out being the complete art direction and storyboards of each element plus an editorial produced at my home using the brand’s clothing and a small video working as a trailer for the 4 elements altogether.