Editorial
Campaigns
Designs
About
Spotify
A project done during the second semester of the Master’s program. The proposal is to create a Director’s Treatment for the Italian clothing brand “Missoni”. To redefine & introduce the brand through one of their well know 70’s iconic knitwear to the young generation
The campaign celebrated Missoni’s creativity and joyful spirit, showcasing how the brand’s timeless designs continue to resonate across generations. Through this, the goal was to position Missoni as a brand that bridges the past and present, keeping its vibrant heritage alive for future generations.
Directorial approach
To connect with the new generation, the story is shaped by telling how relevant the brand is throughout different times. Combination of past and present moments to highlight the inheritance value of the clothes is the path this film is directed, which also aligns with Missoni’s values.
Storyline
The discovery of clothes by teenagers to dress for a special moment of their life brings memories back of their grandparents as if it’s the same moment, but in a different time. This kind of memory journey allows us to tell the time relevance of Missoni’s designs.
To touch the fashion sense of the young generation through Missoni’s heritage, the “Coastal grandmother” centered aesthetic was chosen for the film’s look and feel. This trend is followed by a relaxed, sophisticated coastal living, giving a comfortable and nostalgic vibe. As the young generation uses social media to get inspiration, this popular, trending aesthetic will allow it to spread across those platforms with less effort.
The production design will be composed of vibrant decor, using a palette that combines highly saturated colours. The lighting will be soft and shadowy and hard in the outside environments, enhancing the contrast. The depth of the image will be limited to give the shots a flat, two-dimensional look, further reinforcing the nostalgic idea.
Missoni's peak popularity in the 60s and 70s highlights the brand's authenticity and heritage. The feel is going to be maximised using a Super 8 film camera for some shoots, and the grain texture for the overall look.
Set Design
- Mixed-Era Elements.
- Interactive Spaces (arcade, karaoke, movie theater, etc.).
- Accents (shag rugs, lava lamps, posters and macramé wall hangings)
- Retro-Inspired Interiors (mid-century modern sofas, armchairs, and coffee tables)
- Pictures that portray the generations
Costumes
The inspiration for costumes will be drawing from the 70’s and 80’s layerings, scarves, and classic knitwear of the brand. To highlight characters, accessories will be used such as scarves, sunglasses, ties, and more. Through these details of costumes, the characters will create bonds and connections between the generations to give a sense of future followers of the “grandparents” style.