Emporio Armani
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EVENT
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Emporio Armani Commercial Brief
Objective:
Emporio Armani sought to create a captivating commercial for its He/She fragrance range, centred around two characters who deeply connect through the sense of smell.
The narrative required a visual representation of the characters' heightened awareness of each other despite their inability to see one another.
The director required a skilled choreographer/movement director to craft and guide the models' movements, translating this ethereal connection into a powerful, sensual visual sequence.
Emporio Armani Commercial Implementation:
International Creative Director Kwame Knight was commissioned to direct and choreograph the movement for this ambitious project.
Drawing upon his extensive background in contemporary dance, Kwame designed a movement sequence that brought the essence of the fragrance to life through the models' bodies.
To ensure the choreography accurately conveyed the sensual and intimate connection, Kwame conducted several rehearsal workshops with the models, guiding them to move with intention and awareness of one another.
His goal was to cultivate a subtle yet powerful chemistry between the models, using movement to express the invisible bond created by the fragrance
Kwame's approach focused on precision and intention, allowing the models to use their bodies as a canvas to illustrate the intangible connection at the campaign's core.
His deep understanding of movement, especially with individuals unaccustomed to performing with such depth and nuance, enabled him to shape the choreography naturally and strikingly.
The resulting commercial celebrated movement as the core element of the narrative.
Kwame's ability to execute the director's vision—transforming a concept based on scent into a compelling visual experience—further solidified his reputation for delivering exceptional, high-impact work.
Through his choreography, the campaign captured the essence of Emporio Armani's fragrance, blending sensuality with artistry in a truly unforgettable way.
