Silver Mountain Water Project
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First, I need a brief. I collected some information from the official website of Creed to understand what I am going to work with. I found out that the fragrance is inspired by alpine air and it brings to life the extensive and pristine beauty of Switzerland and their breathtaking Alpine region. It is described as a fresh and contemporary scent.
Since I have this kind of information, I started looking for photos of snowy mountains for reference to get an idea of how I would develop the concept of Swiss mountains and perfume together. That's when I came across this photo (1.1) on the internet, and my attention was caught by the traces in the snow.
1.1 image
The essence of perfume is to leave a lasting impression through scent and to be memorable. A trace in the snow could be an interesting way to visually translate this idea. So, I kept that detail in mind.
Then I thought that it was not dynamic enough — the traces indicate that someone had walked there, but there's no sense of movement. Because of that, I thought about skiing and the traces left by people who skied. It's much more interesting, and it’s the fast, fluid movement that I wanted.
I would also make sure to use a photo where we, the spectators, can still see the figure who skied past us, instead of a photo where we only see the trace. Even though such a photo was a source of inspiration at the beginning of this whole idea, the photo with the figure in it would again reinforce the feeling of movement, as if it had just happened a few seconds ago. This way, I think it captures the impression of those first few seconds when someone walks past us with a captivating scent. This photo (1.2) could serve as an example:
On top of that, the final idea seems to align with the description of fresh and contemporary.
1.2 image
Additional detail: Whether it would end up being a very short video or just a photo, there should be no other traces in the snow—only a single, well-defined track left by one person who skied past us. This is meant to reinforce the idea that only that one person’s scent captured our attention.
After all of this, I started thinking about how I would connect this visual idea with words, how I would express it, and finally, this is what I came up with:
Leave the essence as you glide by.
'Essence' has two meanings in this case; it carries a sense of duality, if you will: it encompasses both the traces in the snow and the scent of a perfume.
Also, I thought 'gliding' aligns well both when someone literally glides past us on skis and when someone walks past us smoothly and gracefully.
Clearly, this is only a representation of an idea meant to explain the concept and to begin working with the team to shoot professionally.
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