Donna Karan’s “Woman In Motion” Ad Campaign is the ultimate merging of art, technology and fashion by two
industry icons.
“I wanted to capture the essence of this woman. To visually capture a woman’s soul and spirit from the inside out […] this film has been a creative joy and culmination of everything I stand for.”
- Donna Karan
CHALLENGE
To create a multi-media fashion campaign that would also serve as a live experience during the runway debut of her fall collection.SOLUTION
Two, 5 ft x 10 ft screens on either side of the runway displayed an introducarty 5 minute film experience comprised of campaign footage, engaging the audience just prior to start of the live runway.MY ROLE
As the Project Director, I balanced the needs and wants of my primary user with those of the end user. Always keeping in mind the timeline constraints, budget concerns, and functional execution during iterations.KEY TAKEAWAY
The most valuable insight I gained while producing this Ad Campaign - was how to manifest and deliver a live campaign experience, showcased at the start of Donna Karan’s live fashion runway show - in addition to producing the standard commercial film and print campaign deliverables.
SCOPE OF WORK
• Defined business objectives & ensured focus remained on objectives• Hired & ensured overall effective production team
• Owned responsibility of production shoot
• Kept Creative Director and client informed of project status
• Satisfied on-time/on-budget delivery of required product
• Supervised post-production; edit and workflow schedule
DELIVERED
Woman in Motion is the ultimate merging of art, technology and fashion by two industry icons. In what looks like manipulated film yet is, in fact, sequenced photos, model Karlie Kloss is captured from every perspective, using 100 surrounding cameras inside a geo dome.
“Donna Karan is the first luxury brand that has embraced what I consider a revolution of light and motion in an all media interactive campaign,” says Sebring, who has been working on this breakthrough technique for five years. “It’s pure, a collision of film and stills. I’m using technology to make art, to take it to the next level. This is where technology is going. It’s theater, art, everything."
In commemoration of Donna Karan New York’s 30th Anniversary, a series of Woman In Motion windows and in-store installations– featuring the film as well as blow ups of the stills - will be exhibited in an estimated 30 stores around the world. The premiere installation will launch in late July at Bergdorf Goodman’s in New York City, which was the first store in the world to launch the brand in 1984. Donna Karan New York stores in NYC, Las Vegas, Shanghai, Seoul, and London will all have installations, along with in-store boutiques at Saks, Neiman Marcus and Holt Renfrew.