Best Fashion Or Beauty Online Video

OBJECTIVE:
Make the iconic Guess brand more approachable and engage readers with the 10 fall/winter collections.

STRATEGY:
How-to-wear, shoppable style videos by bloggers who readers relate to and take cues from. The Conde Nast Marketing Solutions team sourced a men’s blogger (Dan Trepanier of TheStyleBlogger.com) and a women’s blogger (Shea Marie of CheyenneMeetsChanel.com) who were on-brand, credible and personable, and produced a 10-part video series with them. The one-minute videos were divided by collection: two men’s (Tiesto and Holiday), three men’s and women’s (Marciano Fall, Marciano Holiday, Denim-on-Denim), and five women’s (Snow Leopard, Accessories, Holiday, Jewel Tone and Elin Kling). The art direction channeled the brand’s confident, glam and flirty sensibilities and brought the vision to life with both studio monologues from the expert bloggers and environmental B-roll of models sporting the fashionable looks. Swatches of each collection were mixed into the graphics package to further tie to the featured styles of each video. In addition, the typography and branding of Guess and separately Marciano were laid over the footage. To feature this branded style content, the team created an expandable ad, using Guess’ iconic triangle logo and slant design elements. When expanded, showed a lookbook photo gallery and played the video with options for full-screen and social sharing on Facebook and Twitter. To boost interaction with the collection items, product shots tied to video time marks and linking to collection pages were displayed in a scrollable carousel under the video player.

Contributors:

Creative Director:	Alejandro Santandrea
Art Director:	Alison DeBenedictis
Copywriter:	Katie Sherman
Designer:	Jill Gustaferri
Project Manager:	Kyle Alesio
Director:	Josh Victor Rothstein
Editor:	Melissa Huffsmith-Roth
Production Company:	Picture Farm Productions

THE STUDIO AT CONDE NAST

Location: USA