For Autumn/Winter 2010-11, Y-3’s communication campaign is deeply rooted in the emotional context of a fashion photograph that is classical yet modern.

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The campaign presents a direct fashion correlation married with an abstract representation of the team and once again features Zinedine Zidane along a group of models. Black and white photography coupled with contrasts of lightness and darkness creates a dramatic and poetic story.  The concept allows for the opportunity to showcase movement and product, exhibiting the fusion of a sport inspired, high-end fashion brand. 

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The result is an over arching communication campaign that translates into still images, inserted into the most relevant international print media; a short mood film, released in three instalments globally; as well as an updated brand website design.

Y-3’s communication campaign reveals a mood rather than a focus on actual garments. With snippets of cityscapes recorded in black and white of cropped or blown-up images, the campaign fuels both a sense of entrapment and desire while asking to think on a visual level. For the coming season Y-3 departs from the FIFA 2010 World Cup of Spring/Summer 2010, and arrives with a collection that is slightly dark and brooding. It taps into the urban desire of breaking out of the mold, the confinements of everyday life, and ventures into the unknown.

"Recently the trend has been for tighter and shorter and sexier clothes, I wanted to wrap the body again, and not show too much." Yohji Yamamoto 2010

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Creative Direction: Lloyd & Co.

Still Photography: Alasdair McLellan

Cinematography: Theo Stanley / New Mountain

Editing: Frederic Taxi

Styling: Nicola Formichetti

Music: David Salom

Hair & Make-Up: Didier Malige & Gucci Westman

Location:  Pier 54, Hudson River Park – New York City

Please find below the official links for the Y-3 A/W 2010-11 Campaign Film:

http://www.youtube.com/watch?v=pD_aNHjr_gE

http://www.tudou.com/programs/view/4pBiXTrph3Y/\

www.Y-3.com

Y-3 广告宣传短片

2010-11秋冬系列

2010-11秋/冬新品系列的崭新亮相的同时，Y-3推出了古典与现代感完美融合的时尚影像广告宣传短片。

在此短片中，齐达内和模特们出现在港口码头，风吹起衣角，飘逸中呈现了时尚的直接表达形式和团队抽象概念之间的紧密关系。黑白变化的影像、明暗色调的意境，创造了一组充满诗意且戏剧性的故事情节，完美地呈现了运动与高端时尚的珠联璧合之大作。

Y-3此季全方位的广告宣传活动将会在全球范围内分三个部分进行：在全球知名平面媒体进行的广告投放、视频网站上的宣传短片发布，以及品牌网站的更新。

Y-3的广告宣传活动不只是单单为了宣传产品，而是为了传达一种情绪。画面中，随着都市景观片断在黑白裁剪、不时放大图像里的不断变化，使人们开始从视觉水平上独立思考城市生活带来的那种压抑而且充满欲望的情感。2010春夏系列主要以2010年世界杯为表现主题，而Y-3 2010-11秋冬系列主要是以在黑暗中思索为表现主题——渴望打破都市模式、日常生活的陈规旧守，而积极地去探索未来。

“最近流行更短、更紧、更性感的服装，因此我这季作品主要是体现出一种紧裹身体、没有太多裸露的设计理念。”—山本耀司，2010年

创意总监: Lloyd & Co.

摄影: Alasdair McLellan

摄像: Theo Stanley / New Mountain

编辑: Frederic Taxi

造型: Nicola Formichetti

音乐: David Salom

发型与化妆: Didier Malige & Gucci Westman

地点:  Pier 54, Hudson River Park – New York City

Y-3 A/W 2010-11 广告宣传短片视频链接：

http://www.youtube.com/watch?v=pD_aNHjr_gE

http://www.tudou.com/programs/view/4pBiXTrph3Y/\

www.Y-3.com