Valentino Garavani

Project | CANDY STUD FACTORY

CG Spot and promotional banners created for Valentino Garavani's worldwide #CandyStudFactory campaign and Pop Up store in Beijing.

Client: VALENTINO GARAVANI

Year: 2018

Role: CONCEPT DESIGN & PRODUCTION

Duration: 1 MONTH

The Challenge

On the occasion of the opening in 2018 by Valentino Garavani of a pop up store in the young and dynamic Sanlitun neighborhood in Beijing (China), the iconic fashion brand commissioned us to create a one-minute video to present the shop concept as well as to two new limited edition Candystud bags created especially for the occasion and the Asian market.

The whole concept Candystud Factory, was conceived by Valentino with the idea of a handbag factory just like a candy factory. And their main idea for the pop up shop was to create a cinematographic atmosphere of a handbag factory, very pink, entertaining and imaginary.

The video

Inspired by Charlie and the chocolate factory, a seemingly real world hides a wonderful world of fantasy and color. In a game of contrasts, the video starts going through the store, which represents the real world. In this first part everything is pink, sober and has an elegant aesthetic.

The second commence with a big cake, it's a celebration, it's the fantasy world. Inside the cake we discover the different Valentino bags through mesmerizing stories, one for every bag.

The Creative process

As the video starts, the camera takes us inside the shop, the real world. Everything is pink, minimalist and flat and we see the Valentino logo at the meeting point of the lines defining the perspective. As we get closer, the neon logo light up. Then the wall where the logos are placed starts to get down and we discover a cake, a zoetrope slowly turning on itself, the fantasy world.

The zoetrope is the main architectural element in all the video appearing in all the scenes. It is actually a colorful cake with different levels. The story takes place inside the cake. One mesmerizing story for every bag.

A cake, a celebration

The cake as symbol of celebration. A cake with eight pieces. Eight stories for eight bags. In every piece of cake we discover a story with mesmerizing effects and the bags always as the protagonists. The action is dynamic, moving from one story to another and all stories are connected.

8 Bags, 8 stories

Sequence #1: Candy Pool

We see a waterfall of colorful candies hitting the ground of the pink piece of cake and coming towards us. The bag #1 appears from the left side pushing the candies on its way to the right.

Effects: Candies waterfall and bag pushing the candies.

#Candie #Color #Fun #Joy #Waterfall #Pink

Sequence #2: Red Carpet

We see a red carpet. When the bag #2 appears from the left side and we see a “storm” of flashes, lights and shiny red confetti.

Effects: Lightning and confetti explosion.

#Glamour #Red #Photo #Lights #Star #Luxury

Sequence #3: Golden Snow

The sky of this piece of cake is covered with pink clouds. It is snowing gold snowflakes. The bag #3 appears from the left making its way pushing the fancy gold snow.

Effects: Gold snow and bag blowing apart the snow like a snow pusher.

#Gold #Snow #Fantasy #Pink

Sequence #4: Gravity Collapse

The piece of cake is full with objects floating around under no gravity. As soon as the bag #4 enters into the space, starts to float. Bag and objects experience gravity and gravity absence in different directions. Objects are shaken.

Effects: No gravity and gravity. Shake and hit.

#NoGravity #Gravity #Shake #Hit #Pink #Marshmallow

Sequence #5: Caramel Collision

The whole piece of cake is full of holes. Some strawberries comes out of some holes. From some other holes we see liquid caramel coming out. The strawberries and the caramel collapse producing a beautiful effect around bag #5.

Effects: Impact.

#Strawberry #Caramel #Liquid #Hard #Impact #Shock

Sequence #6: Cake Explosion

The whole piece of cake is covered with an elegant gold texture. The bag #6 enters from the left. The sequence looks calm but suddenly parts of the walls violently explodes creating a shocking effect with gold and chocolate particles everywhere.

Effects: Explosion.

#Satisfying #Explosion #Gold #Storm #Chocolate #Elegant #Bonbon #Calm

Sequence #7: Cherries Rain

The ground of the piece of cake is all covered with a red and glossy liquid caramel. The bag #7 appears from the left and a rain of golden cherries start. The cherries hit the red caramel creating a beautiful effect.

Effects: Cherries falling and caramel splash.

#Glossy #Red #Cherry #Elegant #Splash

Sequence #8: Soft Balloons

We see the piece of cake full of transparent soft balloons, some of them have color confetti inside. The balloons are pressing each other. When the bag #8 enters makes his way between the balls affecting the shape of all of them.

Effects: Squeeze and Press.
#Satisfaying #Pop #Color #Pink #Squeeze #Press #NoSpace #Fun #Fantasy