Travel as Inspiration
Since so much of the brand's inspiration is drawn from worldly experiences and much of the clothing is intentionally designed for travel and comfort, we focused our efforts around journies as a theme for the overall experience.
Although this became the theme, we were careful to not feature this in a literal way — the air of mystery and subtlety was still important to maintain. The idea of the journey was deconstructed into moments in time, the journey of a singular woman wearing these luxurious pieces, moving through small moments in her day.
Focusing on quality and craft
Filmed in an ambient style, the videos highlight the quality of the products — a shoulder peeking from a soft cashmere sweater, a hand hailing a taxi with a structured leather bag swinging from the elbow, the hems of perfectly tailored pants as legs cross beneath a cafe table.
In order to keep this ambient feel and not be too product-heavy we split the video concept into three separate videos, each featuring three complete looks. Rough storyboards were written for each video, and individual items were mapped out for each scene.
From the homepage, the user would be given the choice of three videos to watch, getting a preview on rollover of key scenes. Upon selecting a video, a full page would load to play it full screen.
Below, a timeline indicated the video progress and length and was separated into three segments, one look per segment. Key frame markers were then mapped out within each segment indicating where a particular piece from the look was introduced. Upon hover of this key frame, a quiet call to action would drive to the individual shop page for that piece.
A small CTA to the right allowed viewers to shop the entire look currently playing at any point during the scene.