What’s the point of a fashion video campaign that shows you very little of the actual clothing?
This video will tell you.
Zippora Seven doesn’t need to do much but give the camera bedroom eyes and somehow you’re hooked like a drug that’s twice as potent when The Black Keys are playing. You may not get a feel for the colour palette of Mad Love’s spring 2012 collection, but by the end you’re intimately familiar with the mood it’s going for. Between Bec Lorrimer’s direction, Zippora Seven’s attitude, and the soundtrack, it’s one of those videos that doesn’t need anything more than a simple concept.
So to answer my original question, the point is branding. With this little promo video Mad Love do it well.