NEW LENS ON BOTTEGA: Bottega Veneta has tapped Robert Polidori to photograph its fall ad campaign.
It’s the first time the house has worked with Polidori, but he is the latest in a string of artists and photographers to shoot Bottega Veneta’s campaigns. Polidori, whose portfolio includes images of the restoration of Versailles, the aftermath of Chernobyl and New Orleans after Hurricane Katrina, follows the likes of Robert Longo, Sam Taylor-Wood and Alex Prager. He worked with models for the first time, portrayed against the background of the 16th century Palazzo Papadopoli, on Venice’s Grand Canal.
This story first appeared in the June 22, 2011 issue of WWD. Subscribe Today.
“What is unusual about Robert’s work is that it both documents and interrogates,” said Bottega Veneta creative director Tomas Maier. “His attention to detail creates layersof meaning that extend beyond the formal beauty of his images. I was interested in seeing what would result if he turned his lens on Bottega Veneta’s design and the brand’s roots in the Veneto, specifically Venice.”
Polidori works with a custom-built large-format camera. The end result is a selection of photos charged with ample and voluptuous details in a vibrant color palette that includes bright shades of carnelian, orange resina and peridot.
The campaign will bow in August. A video documenting the photo shoot will be added in July to the Art of Collaboration video series at bottegaveneta.com.
— LUISA ZARGANI
L’OREAL’S IPAD ENTREE: L’Oréal Paris is launching the first beauty mobile advertising service for iPad later this month. The new ad platform, called iAd by Apple, looks to reach millions of iPad users, as well as iPhone and iPod Touch users, while in their favorite apps.
The iAd will ask consumers several interactive hair and skin questions, ultimately yielding recommendations for customized lip shades based on their selections. Footage from spokeswoman Gwen Stefani’s Infallible Le Rouge TV ad campaign will appear in the iAd, as well as spring lip trends and how-to’s.
In May, Lancôme and Maybelline both launched iAds for iPhone and iPod Touch and “have seen universally strong consumer response to their campaigns,” stated L’Oréal USA. Lancôme’s iAd showcased a Trésor video and a feature that allowed users to personalize Mother’s Day messages and send digital bouquets.
“The iAd has been a great success with video views quadrupling in its second week, average user engagement times of over one minute, and an overall tap-through rate of 0.67 percent,” stated L’Oréal.
Maybelline’s iAd aims to help consumers find their perfect shade, while also featuring exclusive behind- the-scenes footage of models getting makeup-ready for a photo shoot. The Maybelline iAd had an average user engagement time of 1 minute, 8 seconds and a TTR of 0.69 percent, stated L’Oréal.
Marc Speichert, chief marketing officer, L’Oréal USA, said, “Now with iAd, our customers can further engage with all of our brand benefits interactively on iPad’s stunning display, allowing us to continue our legacy of using groundbreaking media to create new ways for consumers to interact with our brands.”