The key to the success of this project is to know how to find the balance between the premium nature of the product, a visual language that is engaging and elegant, without appearing distant and uninviting. Millennials in particular are very cynical, do not react well to very ham fisted sales pitches or things that appear, to them, as in-authoentic. As such, we need to present ourselves in a way that appeals to them, that is both beautiful but not unapproachable.
As I mentioned before, luxury has always meant something that is well done, beautiful in details, and somewhat exclusive. We can approach the FIT in such a way, by highlighting not only its features but by showing it in the best light and in ways that showcase the aspects not just of its features but of its design that stand out more and that present themselves as, in fact, premium.
Finding the right combination, both stylistically, with casting, in lighting the FIT, and in editing, will be my task, if you see fit to grant me the opportunity to do so.
I look forward to expanding all of these ideas and more in the coming weeks.