Manhattan-based VFX boutique Light of Day
and the Howl Group recently completed a brand video for Jennifer Fisher Jewellery
. The clip was the centrepiece at the Jennifer Fisher Jewellery show during Fashion Week and got fashion lovers talking about more than just fashion.
Robert Lee, Chief Creative Officer Howl Group, comments: “We had to keep the video as clinical as possible, a study in motion and jewellery.” The graceful and elegantly filmed digital wallpaper was displayed on flats originally built off-site and then carpentered-in with a stretched screen made of rear projection fabric.
In a room that took almost 10 hours to transform, attendees found ‘spring clarity’ as they filtered into a serene space fit for a White Party. As the models were spotlighted atop Lucite chairs, stylishly dressed in white and draped with Jennifer Fisher jewellery, all eyes turned to the slow-motion video clip featuring supermodel Janelle Fishman, as she effortlessly tossed jewellery from within a Lucite tray into the air and let it cascade back down in front of her.
It took 28 takes to capture the ultimate ‘fling’. Unexpected hurdles included: rearranging the jewellery since certain shapes would cling together, jewellery accidentally hitting Janelle in the face which made getting a reactionless facial expression difficult, and after multiple takes, the tray started to feel too heavy to properly fling.
“We worked through these struggles in a collaborative effort,” says Charles Nordeen, Creative Director of Development, Light of Day. “In the end, we delivered a flawless spot that generated a lot of hype at the show and really added to the overall vibe.”
The video instantly became a high profile project when Fisher used it in her presentation to the CFDA board, in which she was named one of 10 finalists for a 2012 CFDA (prior winners include Marc Jacobs, Michael Kors, Rag & Bone, Proenza Schouler, Alexander Wang). In addition, the video caught the eye of Barney’s New York Senior Fashion Director, Tomoko Ogura, who declared Fisher’s show as a Spring 2013 Fashion Week favourite.
Client: Jennifer Fisher Jewelry
Agency: Howl Group
Chief Creative Officer: Robert Lee
Director: Robert Bryant
Post-Production: Light of Day
Creative Director of Development: Charles Nordeen
Smoke Artist/Color Grade: Meggen Burdick
Smoke Artist: Pete DeAndrea