Review of Coperni Spring 2021 Ad Campaign by Coperni Creative Directors Sébastien Meyer and Arnaud Vaillant, Creative Directors Charles Levai and Kevin Tekinel of agency Maybe, with film direction by WeAreFromLA
Coperni’s Creative Directors Sébastien Meyer and Arnaud Vaillant unveil a virtually-augmented and vertigo-inducing campaign for Spring 2021. With creative direction from Charles Levai and Kevin Tekinel of agency Maybe, and film direction by WeAreFromLA, the campaign makes brilliant use of extended reality technology.
Extended reality is a technological discipline that fuses elements of virtual reality, augmented reality, and mixed reality. Levai and Tekinel deploy technologies including Unreal Engine, a gaming software, and TouchDesigner, a visual language tool, and more, to create a spatially mesmerizing world where nothing remains as it initially seems.
In the film, the models perch precariously on the beam of an under-construction skyscraper. They seem undaunted by the perilous height, and instead it augments the thrill of their moments of connection and sensuality. Meanwhile, the screen of cityscape behind them shifts, as cameras whirl about them dramatically. Fast cuts and a darkly pulsing electronic soundtrack keep the pace at an electrifying clip.
In the film’s final few vignettes, the cameras pull back, revealing more of the layout of the set and once again reshaping our perception of this reality. The form and content of the campaign feel smartly connected; the images we see and the medium in which they are made converse with and mutually reinforce each other, deconstructing and rebuilding the material of human reality. The technological approach also fits nicely with Coperni’s fusion of couture sensibility with cutting-edge, sportswear-like materials and silhouettes.
By questioning reality through technology, Coperni pulls us into a world that is all their own, and we’re not sure if we want to leave if – or if we even can.
Agency | Maybe
Creative Directors | Charles Levai and Kevin Tekinel
Director | WeAreFromLA
Models | Anania Orgeas, Braien Vaiksaar, Kennah Lau, Lola Nicon, Malika Louback, and Mika Schneider
Stylist | Helena Tejedor
Hair | Paolo Soffiatti
Makeup | Aurore Gibrien
Casting Director | Samuel Ellis Scheinman
Music | Clara Deshayes
XR Studio | Pure View XR Studio
Creative Content | Blue Node Paris and Pierre-Guy di Costanzo
Production | Floriana Castagna for Iconocl \ St Image
Photo Director | Potier Arnaud
Editing by | Miloš Bogojević
Set Design | Chloe Barriere