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MAKING OF A CORPORATE FILM FOR CHRISTIAN DIOR COUTURE

CASE

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Learning the history. Delving into the details. Strengthening the awareness of the brand.

Preparing the storyboard. Creating the script. Filming at the set.

Creating a masterpiece. Distributing online. Supervising the conversion.

Christian Dior
Source: dior.com

French Fashion House Christian Dior was established in 1946, Paris, by the young and ambitious designer Christian Dior. The rich history and success of one of the most outstanding fashion houses in the world is much due to its founder. Dior returned women the true desire to be admired by others. He used to say – 'I have designed Flower Women'.

The empire of the designer grew rapidly despite the venomous tongues and criticism towards the great couturier. When at the age of 52 Christian Dior unexpectedly dies, he is replaced by the youngest couturier in the world - Yves Saint-Laurent. At only 21 years old he continues the art of high fashion of his past mentor and is given high praise. But soon after the young Yves is recruited by the army and the steering wheel is taken by Marc Bohan who was the head of the Fashion House Christian Dior for three decades. After Bohan at the head of Dior were legendary couturiers such as Gianfranco Ferré, John Galliano, Bill Gaytten, Raf Simons and …

Maria Grazia Chiuri
Source: numero.com

In 2016 at the head of the Fashion House stands the wonderful Grazia Chiuri – the first woman appointed creative director of Dior. With her comes a new chapter in the history of Dior. In her masterpieces, the Italian touches on current socio-cultural changes. Feminism remains a beloved theme of Chiuri.

The designer boldly brings some of the most incredible stories to life.

In 2020 the pandemic struck, and it was decided to show the Dior Resort Collection 2021 live online, at the Piazza del Duomo in Lecce – a small town at the southern Italy in the Apulia region. The collection and the show were presented following all the safety measures. In her new collection Maria Grazia Chiuri chants the cheerfulness of local artisans, the openness and pastoral charm of this marvellous Italian town.

The famous French director Fabien Baron filmed a commercial for the resort collection in Lecce. The video features classical Apulian music, dancers perform traditional folk dances, and the whole atmosphere of the video is inspired by the ancient embroidery techniques of local artisans, bracelets, and antique jewellery, found in the local archaeological museum. According to the author's idea, the video is designed to relieve frustration and personal fears. Whether he succeeded or not, judge for yourself:

Discover the Dior Cruise 2021 Campaign

In this hauntingly beautiful campaign video directed by Fabien Baron, travel to Puglia - a land close to our Creative Director's heart - to discover the Dior Cruise 2021 collection by Maria Grazia Chiuri, presented in dusty, sun-drenched landscapes, accompanied by a performance of the pizzica tarantata, a liberating and spellbinding folk ritual in which a spider's bite leads to a healing song and dance.

For Christmas 2020, the Fashion House prepared incredibly beautiful Christmas decorations for their boutiques window displays, where the main theme was Luminaria – traditional Apulian lights, intricately intertwined with each other giving a stunning multicoloured light. The festive and glittering displays delighted the clients of the Fashion House and ordinary passers-by all over the word – from Milan to Tokyo.

Our team had the honour to take part in the filming of the main Dior boutique on 12 Via Montenapoleone in Milan. The lighting of those unique multicoloured lights is a mystical moment of the superiority of the forces of good over the darkness, a tradition that dates to the ancient culture of Apulia and its artisans.

Filming also took place in Paris, Geneva, Kuala Lumpur, and Tokyo. Despite the extremely restricted timeframe of the project and the location being at the very centre of Milan our team found non-standard solutions and successfully completed the work in time.

SUCCESS STORY

To create a Christmas story with the lighting of the unique boutique facades around the world.

Dior Milan Montenapoleone,
Via Monte Napoleone, 12, 20121 Milano MI, Italy

Obtaining permission for filming and flying from authorities. Coordination of filming on site. Direct communication with the client during filming and post-production.

Challenge

Location

Approach

Equipment

Sony FX9
BlackMagic 6K
Sony A7R4
Carl Zeiss CP.3
Ronin 2 w/ReadyRig
Ronin RS2
DJI Phanton 4 Pro v.2.0

Result

4 TB of selected material from four cameras and a drone to the client's corporate archive

Effectiveness

More than 180'000 views on Instagram and 23'000 on Dior's official YouTube channel.

Christian Dior Couture

Customer

Proposals

Using aerial filming with drones, obtaining permission for filming from authorities.

Dior Creative Director Maria Grazia Chiuri wanted to pay tribute to her father's land, the place where the love for local craft was cultivated. Because of this the famous Fashion House decorated the window displays of boutiques around the world with handmade traditional lights from Salento, handcrafted by Marianolight - an Italian company with a long history. 35 Dior facades were decorated around the world, 196 507 light bulbs were needed to produce the lights.

Discover the Dior Christmas Windows

Discover the illuminated Christmas windows of emblematic Dior boutiques the world over, from Paris to Kuala Lumpur, showcasing Luminarie-inspired décors based on the 2021 Cruise show set.

GALLERY

View more works

MAKING OF THE SHORT FILM

The ORBIS Production team has once again proved its effectiveness in executing projects with tight deadlines maintaining maximum quality. We would like to thank the Christian Dior Couture brand for the collaboration and wish the Fashion House new creative successes!

ORBIS Production was acknowledged the best video production company in Italy in 2021, 2022 and 2023 according to the international authoritative rating of production agencies Clutch. In a pandemic environment, over the past year, we completed over 50 shoots for brands, companies, advertisements, and creative studios. Our clients note our flexibility, the constant high quality of work and ability to complete projects of any difficulty. We love to create inspiring stories – write us an email and we will be happy to discuss your future masterpiece!

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