The brand represented in this poster is Hugo Boss, the commodity is men’s fragrance. I wanted to achieve the same feel as existing Boss posters but without reliance of a celebrity ambassador and the equivalence that comes with it. With a brand like this there is little room for change in their approach but being able to depict the same message without a famous name only reinforces the power of the Hugo Boss brand. Using a celebrity shows an unattainable ideal to customers; using photography techniques, atmosphere and moody lighting used evoke the same feel because of the unrelatable nature. (Logo has been censored to avoid copyright issues)
Mood, hand positioning and composition were influenced with various principles from Renaissance and Mannerist portraiture. The dismissive nature from Mannerist art that separates lower classes from the upper is channeled through expression and darker mood.
CASE STUDY
The first step was deciding on illustration or photography to be the main medium of the task, I experimented with both. This was one quick sketch to see if a vintage look could be combined with contemporary styles to fit a brand like Hugo Boss.
In response to this, I decided to respond to the mood and style seen in the sketch to see if I could achieve the same feel or perhaps something more effective. In the end, photography seemed like appropriate medium to use to align with the brand as well as the mood I wanted to convey.
Attempted different poses to find any missed opportunities in the photo. Different colour temperatures were tried as well as black and white. These weren't used in the end as the cooler temperature with warm hints in the face worked towards the goal most effectively.
The final masked bottle shot with a Perspex board. Colour temperature was shifted to cooler temperatures to match mood of photo.
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