By Kenneth Richard |The Impressionist

Without a doubt, one of Spring’s strongest print ad campaigns was Valentino’s nod to the Pre-Raphaelites. Creative director of agency REM Ruini E Mariotti, Riccardo Ruini, along with Valentino creative directors Pierpaolo Piccioli and Maria Grazia Chiuri created “a standout campaign full of hints of the past but clearly focused on this moment.”

But print and motion are very different mediums, as the video portion of the campaign falls flat on the promise of what could have been. Rather than taking the opportunity to enhance the campaign with dream like imagery, exquisite cinematography and an emotionally emoting soundtrack, the spot feels as though it was shot by a documentarian simply capturing the events of the print campaign. A more effective strategy would have been similar to that of Coach’s spring campaign, where the print and video were aligned but executed separately to allow each medium to stand on its own and resonate.

Stills and film are two separate mediums, and despite the fact that both use a lens, the approach to them should be different. And while the spring Valentino collection and ad campaign make our top dozen, the video could have used the dozen of talent involved more effectively.

Agency | REM Ruini E Mariotti
Creative Director | Riccardo Ruini
Photographer | Michal Pudelka
Models | Clementine Deraedt, Grace Simmons, Hedvig Palm, Maartje Verhoef & Vanessa Moody
Stylist | Karl Templer
Hair | Tomo Jidai
Makeup | Petros Petrohilos