I like how everything is in black and white except for the words, “Chanel” and “Sport” which are written in red giving them a greater presence. This technique can also be seen in a lot of marketing material put out by Abercrombie & Fitch. The model (Danny Fuller)/background are kept simple which I think works aesthetically and proves not to compete with the product.
I think it’s a great idea that certain brands are now releasing two versions of the same scent. One being lighter and the other one being more concentrated. The dark Allure bottle is the higher concentrated version of the two.. which basically just means the fragrance will last longer during the day.
- Moroccan Cypress
- Venezuelan Tonka Bean
- Clary Sage
- White Musk
There were four short films created by Academy Award® winner Kathryn Bigelow for this fragrance. Video #1 and #4 are my favorites. These short films are seriously amazing. Danny Fuller is a phenomenal surfer and was perfect for this project. The print campaign is nice.. but the short films are what really sold me!