Ici Paris XL
MaKe up & Perfume in video
We were asked to join Paris XL and Be Creative to support their social media content creation.
It was a threefold challenge:
1 - To create awesome beauty content, both for social media and for in-store display.
2 - To join a team of art directors and photographers with a strong vision.
3 - To film our videos on the same set as the photos.
So our goal was threefold as well:
1 - Following the art direction as closely as possible with enough guidance to get the perfect result while respecting the vision of the brand and the photographer.
2 - Having a perfect pre-production to ensure a smooth choreography on set as we moved from photography to video.
3 - And of course, delivering stunning visuals.
Lucky for us, the photographer on set is our friend and partner Gaetan Caputo. He’s an amazing photographer specialized in fashion and beauty. He has always been close to Schrodinger. We have worked together on many shoots over the years and have a lot of respect for each other’s work and artistic vision. The collaboration with the Paris XL team was also one of the key success factors. With a perfect blend of experience and young blood, but also friendship, good vibes, strong work ethics and professionalism: we felt right at home.
Each set is very different, because each product has a unique identity.
We have been on many different locations with them, whether it was a hangar, a studio, or even on a trip to the Alps. We love to travel the world and explore the possibilities of a location and how it can highlight their products or the human being working for the company.
We even shot two campaigns with Paris XL employees as models and it was tons of fun.
While the campaigns and locations change, the process remains the same: smooth and simple. We get inspired by Gaetan’s photographic art direction and work closely with the ICI Paris XL team to create videos and capsules that fit the campaign and the brand. As always, we try to understand and respect the brand’s deep DNA and to find a balance between the identity of the products and the core vision of the brand.
We have to admit that sometimes pictures have their limits…
So we have completely rebuilt some of the products in 3D.
Does this mascara look real to you?
ICI Paris XL aims to make everyone feel beautiful on an everyday basis. That’s also what the world needs: positive people who feel good in their own skin. What we also love is that this brand is committed to being cruelty-free and even offers a vegan range. In the world of fashion and makeup, that’s remarkable.
We look forward to our next campaign with them.
