SARTORIAL VIDEO

CHINA
DREAM

Creative Proposal
Creative
Concept

For this Sartorial Video for GQ

China and Emporio Armani, I
developped a concept that
plays with the age-revered
CHINA DREAM

image of classical masculinity,

photographed against natural
backdrops. For the women's
models, I opted for an urban
setting approach.
 Yin/ Yang

Presentations are
communication tools that can
be used as demonstrations,
lectures, speeches, reports,
and more.
STORYLINE
 YIN VS YANG IN CHINA DREAM
The narrative is seductively simple. We open on a
hard-to-define Close Up of a face. We track out,
revealing a Full Figure which pulls the curtain,
drawing us into the story. Once we are in the
waiting chamber of this studio painted in muted
colours, we get to meet the other characters.
Since it's a multi-story scenario, the viewer gets
the chance to pick his own character and, as in a
computer game, play his own customized
scenario (i.e. watch the story of his choice).
Whether it's Girls or Boys, the videos will take the
viewer on a journey through elegant decadence.

The Story
MOOD

The nature and abstract

photography will join
hands, revealing a rich
Chinese culture, where
tradition and modernity
collide to dramatic effect.

STYLE
 Studio
Studio shoot against muted colour
backdrops, red, brown, yellow.

Outdoors - Wildside
The men's bespoke suits will look great set
against epic nature backdrops, such as
cliffs or the beach.

Outdoors - City Life

The hectic pace of contemporary urban life
will be captured in street scenes in

Locations Chinese Soho.

Studio Props
Please notice the minimalism of the
studio shooting props: white, black, Go
and backgammon, direct allusions to
China's rich cultural heritage and history.
The black and white shots will
complement the boldness of red and
green hues.
For the outdoors shot, we will
carefully consider a chromatic
palette that deals mainly with
blue, yellow and muted/ sepia/
sandpaper colours.
Filming Style
VINTAGE LENSES

For this shoot, I recommend using soft, vintage lenses.

The more organic and 'analog' the photography will
look, the better. The colours have to be muted - in what
regards the Outdoors - Nature shots. Soft lighting for the
Studio Shoot, creating a mysterious and sexy mood.
Last, but not least, sharper, more luminous lenses for
the Outdoor - City scenes, allowing us to capture the
uninhibited vibrancy of reds and greens.
The Outdoors

THE 'SOFT' LOOK

Full Body Shots of Men climbing or hiking or walking in

broad daylight. We will opt for plain garments, not too
many stripes or checkers.
The Studio
THE 'SHARP' LOOK

Sharper look, more attitude.

Red's, greens, yellow.
Notice the presence of stripes,
checkered fabric, soft texture, simple
yet bold cuts & stitches, both
mysterious and revealing.
Styling
 In the Mood for Love

Chinese filmmaker Wong Kar-wai will

be our main influence. His short film
in the 'Eros' trilogy has all the
elements that we need for an elegant
visual approach. Fabric, texture,
mood & lights.

User Journey
URBAN SETTING - LONDON'S
SOHO
HO
SO
Shooting Ideas
VIBRANT COLOURS

Bold patterns, buoyant colours, a

faster pace and a lot of hand-held
camera movement are the
trademarks of the Soho scenes. In this
chapter, we will try to capture the
authenticity of Chinese expat life,
Soho, the melting pot of Western and
Eastern fashion.
Long tele lenses, over the shoulder shots in soft focus, a We will incorporate the urban scenery in a rather
more dynamic cinematic stylistic approach. As if we were disruptive manner, in high contrast with the elegance
shooting a fiction film, where the damsel in distress is being of the garments and the models. The colours will be
chased after by the villain. Or a stylish film noir. more poignant, stronger, raw.
THANK
YOU