Planning my Editorial

Whilst thinking of

Storyboard

This is my storyboard.

Choosing a model

From looking at existing Givenchy adverts, I have decided that I want to have a model who is naturally elegant and pretty as this is what the brand is about, classic elegance and beauty but with a modern, fresh, edgy twist.

Most of the models on Givenchy adverts have long dark hair which I think I will look for as this will give my advert the classic look, however, other than the makeup, I feel like I should have a modern, fresh look.

 
 

The models that are in the Givenchy ads are usually mature women and the model I have in mind is slightly baby-faced and is cute looking. This is commonly used in Givenchy ads so this will give me my modern look; this model paired with slightly edgier makeup will give me the look I’m after.

Another model I have in mind has short hair and very striking eyebrows, and large lips; this means a very edgier look can easily be done on her.

Her look is very reminiscent of Audrey Hepburn when she wore the world-renowned Givenchy, Breakfast at Tiffanies dress. However I think that she wouldn’t work as well as I am looking for someone who is a little different looking to this classic Hepburn look.

Existing Givenchy brands

Givenchy adverts as a whole are generally fairly monochromatic, which means that my colour scheme will be fairly simple and plain. Some of them are very dramatic, whereas others are more simple depending on what they are advertising, for example, This advert is for their perfume Dahlia Noir which ranges in shops from £35.00 to £60.00. This perfume was launched in 2011 and is described as  ‘a "Fatal Flower" of unreal and imaginative composition for mysterious and fascinating women.’ This is a powdery fragrance with a floral structure, which the bottle reflects superbly.

The image that accompanies the fragrance is impactful due to the fabric flowing behind her. The model however is not the main focus of this advert despite the wild styling. The photo is in black and white which means that some of the drama is taken away, and the bottle of perfume is in a light subtle pink, which grabs more attention than if it were in a hot bright pink because its more effortless. The brand name and the name of the perfume is also directly across the entire of the image which makes this stand out more than if it were at the top or bottom and because its also in front of the model it takes less attention away from the model. Space on the image has been taken up well however by the effortless cloth coming from the model, rather than the model being in an awkward pose which means that even less attention have been taken away from the model as the audience isn’t focusing on the model straining face.

So despite the dramatic styling of the model, the main attention isn’t on her because of the text, what it says, the colour of it, it placement, the perfume bottle and the colour of it too.

This advert for another Givenchy fragrance is completely different from the one above as this one has a completely different colour pallet and styling to it. This one isn’t in black and white like the other one however it is still as eye catching and effective as the previous due to the composition of the photo. Its a very natural looking image with natural colours, the silhouette of the model is similar to the shape of the bottle which links the two well despite the model not looking the bottom righter corner to where the bottle was placed however her left hand is hovering towards the bottle which gives the image the connection needed between the model and the product. The shawl/scarf that the model has around her shoulders mimics the curtains in the background, which are pale, and light and slightly angelic. This advert has a very angelic atmosphere as which gives the audience a sense of how the perfume smells, which has been described as ‘Organza is the goddess that lies hidden in every woman, exceptional and timeless combining elegance with richness and purity with sensuality’. This classic smelling fragrance is shown in the styling of this advert through the composition, the pose of the model and the colours used. The dress that the model is wearing is extremely feminine and can be argued that the placement and the design of the detailing on the front is also strongly emphasizing the femininity of this advert.

In my advert, I want to be able to show class and elegance, so I need to make sure I choose the right model for this. Ideally, I would want a model who has a long neck line, and is classically pretty, the colour scheme I am looking to use would be classic too but with a modern edgy twist as I think that this is what the brand is about.