Creative services agency 99 Tigers recently produced the launch campaign for "The Face," Oxygen's new model competition series featuring catwalk all-stars Naomi Campbell, Karolina Kurkova and Coco Rocha.
Directed by Glenn Lazzaro, creative director of 99 Tigers, the promos capture the professionalism behind the glamour of modeling. To ramp up the drama, off-screen voices of Naomi, Karolina and Coco tout their skills in finding the next great face of fashion. The competing supermodels share their trademark moves and tips to perfect their teams' performances.
"Glenn and 99 Tigers were our go-to choice for 'The Face,'” says Jane Olson, SVP Marketing & Brand Strategy at Oxygen Media. “Their creative approach, smooth working style and beautiful art direction were a perfect match for this show."
"One thing about supermodels is that they're pros," notes Lazzaro. "Naomi, Coco and Karolina came onstage ready to nail it."
"Our goal was to show all of the work that goes into modeling,” says David Seeley, creative director at 99 Tigers. “The show is called 'The Face,' but it takes more than a pretty face to be a supermodel. We tried to bring that out with this campaign. We talked with the models and researched their careers to gain insights about the industry, infusing what we learned in everything we shot."
99 Tigers shot the supermodels and their teams in a two-day, multi-stage production at Broadway Stages in Brooklyn during Fashion Week. The set design included a 40-foot-wide stylized mural of a face, created from dozens of photo-based illustrations of numerous models' eyes, lips, and cheeks. Three runways thrust out of this "face background," allowing the supermodels and their teams to own their own territory.
A key intrigue of "The Face" is that one model contestant will become the face of a major brand -- a life-changing career step for a model. To keep the ultimate face a mystery, Lazzaro and his production team used various techniques to obscure the contestants' identities.
"Early on in the campaign, the focus will be on the supermodels," concludes Lazzaro. "Oxygen didn't want to give away who the finalists might be. So we used lighting techniques and staging to showcase the contestants in a teasing, dramatic way."
SVP Marketing & Brand Strategy at Oxygen Media: Jane Olson
SVP/Creative Director: Roger Guillen
Director of On-Air Promotion: Torrey Bell
Sr. Print Designer: Alison Roberto
Production Manager: Stacy Friedman
Art Director: Alan Cheng
Sr. Motion GFX Designer: Rob Reinhardt
Sr. Producer: Wendy Bronfein
Creative Agency: 99 Tigers
Director: Glenn Lazzaro
Creative Director/Writer: David Seeley
Executive Producer: Molly Christie Benson
DP: Pierre Rouger