Y-3 2011春夏系列

广告宣传活动

视频短片链接：http://www.tudou.com/programs/view/fLlXLxJLobE/

Y-3春/夏广告宣传片的灵感来自山本耀司对摇滚乐的热爱和摇滚乐那令人震撼的魔力和能量。

 “我是摇滚乐的热爱者。”山本耀司说。

Y-3 2011春/夏系列广告片营造一种令人震撼的视觉冲击力，让人感觉到仿佛置身于摇滚音乐会的后台或者置身于通向体育场或舞台的狭窄隧道。Y-3在坐拥高端时尚品牌独特魅力的同时，也呈现了摇滚乐那令人震撼的魔力和能量。

此季宣传片的制作遵循和延伸了Y-3 2010秋冬系列宣传片的概念和特点，黑白图像、或明或暗的画面营造出一种戏剧化的意境。产品细节的捕捉和描绘是通过突出时尚和摇滚之间的紧密联系和反映复杂心情的整个画面而体现出来。

Y-3 2011春夏视频短片的制作格式适用于任何媒体的宣传要求;短片的整体设计灵感来自美国著名摄影师 欧文·佩恩（Irving Penn）的经典作品风格，以及他对人物个体和空间之间的合理安排。在震撼有力的摇滚乐声中，充满活力的男女模特无所畏惧穿越隧道的画面，即让人感到心情紧张而又无比兴奋。整个画面都没有显示标志性的Y-3 logo，而体现出一种独特的意境。

从2011年2月开始，Y-3在全球范围内掀起一场盛大的广告宣传活动，包括在国际知名平面媒体上的投放、视频短片的播出、以及更新的官网全新上线。

视频短片链接：http://www.tudou.com/programs/view/fLlXLxJLobE/

Y-3 COMMUNICATION CAMPAIGN

SPRING/SUMMER  2011

For Spring/Summer 2011, Y-3’s communication campaign is inspired by Yohji Yamamoto’s love for rock and roll and the striking energy that is behind it.

“I’m a rocker at heart,” Yohji Yamamoto said.

The omnipresent tension created gives the feeling of being backstage at a rock concert or emerging out of the tunnel to a stadium or stage. It brings the energy of the pre/post performance while maintaining the self-assurance of a high-end fashion brand.

The campaign follows and evolves from last season’s concept and features black and white imagery with contrasts of lightness and darkness to create a dramatic and poetic story. The product details are captured and portrayed through the moodiness of the imagery, highlighting the strong connection between rock and roll and fashion.

The video format for Spring/Summer 2011 allows for a seamless translation across different media; the set design is inspired by the defining work of Irving Penn, and his use of the individual within a confined space.  The energetic, and fearless movement through the tunnel, coupled with the hard, emulating sound of rock, build excitement, and tension, which play off the iconic Y-3 logo.

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 as well as an updated brand website design, all released globally beginning of February 2011. 

Creative Direction: Lloyd & Co.

Photographer/Director: Jacob Sutton

Producer: Grace Holbrook

Styling: Jay Massacret

Make-Up: Hiromi Ueda

Hair: Neil Moodie