Guiseppe Zanotti is starting off the year with a sparkling new 2020 campaign by the clear blue waters.
For Spring 2020, I wanted to create a kind of stylistic clean slate. This campaign conveys my ethos of beauty and strength; style and craftsmanship.– Giuseppe Zanotti, Founder & Designer
Franck Durand, who also does Holiday Magazine, went off with Photographer Joaquin Laguinge to bring the viewer to a relaxed and tranquil sea. The campaign is beautiful in its simplicity and focus, surrounding the viewer with a luxurious and dreamlike travel narrative while simultaneously supporting the footwear. To top it off, Durand art directed the campaign to give focused on the product in an elegant and sophisticated way without distracting us with who is wearing it. This makes it accessible and allows the viewer to substitute themselves as the central protagonist. Plus he stays on message of key items that the viewer can drive to online and know the name of the shoes rather than being frustrated while browsing.
“This campaign really represents the authentic energy of the brand—sensual and self-confident,” says Giuseppe Zanotti. “Set among gleaming waters, the overall effect is compelling, contemporary and arresting.” The designer could have easily also added ‘clear,’ as in crystal.
Written by Julia Cooper
Giuseppe Zanotti Creative Director | Giuseppe Zanotti
Agency | Atelier Franck Durand
Creative Director | Franck Durand
Photographer | Joaquin Laguinge
Stylist | Geraldine Saglio