Camaieu's garmentless gamble
In a bold campaign for the French ready-to-wear fashion brand, Buzzman and Birth director Jan Gleie present an ad that doesn't show a single item of its clothes.
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Credits
powered by
- Agency Buzzman/Paris
- Production Company Birth
- Director Jan Gleie
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Credits
powered by
- Agency Buzzman/Paris
- Production Company Birth
- Director Jan Gleie
- Producer/Founder Hugo Legrand-Nathan
- Assistant Producer Tara Pehaut
- Director of Production Thomas Aboulker
- Assistant Producer Dounia Issa
- Chief Creative Officer Georges Mohammed-Cherif
- HP Vanessa Barbel
- Producer Assya Mediouni
- Creative Director/Art Director Souen Le Van
- Assistant Producer Morgane Gaspar
- Creative Edouard Jacquelin
- Art Director Alexis Segura
- Managing Director Florent Kervot
- Group Creative Director Sacha Hanras
- Wardrobe Stylist Eve Casiez
- Stylist Juliette Alleaume
- Makeup Artist Vanille Gautier
- Hair Stylist Emilie Green
- Sound Engineer Jean Rene Coste
Credits
powered by
- Agency Buzzman/Paris
- Production Company Birth
- Director Jan Gleie
- Producer/Founder Hugo Legrand-Nathan
- Assistant Producer Tara Pehaut
- Director of Production Thomas Aboulker
- Assistant Producer Dounia Issa
- Chief Creative Officer Georges Mohammed-Cherif
- HP Vanessa Barbel
- Producer Assya Mediouni
- Creative Director/Art Director Souen Le Van
- Assistant Producer Morgane Gaspar
- Creative Edouard Jacquelin
- Art Director Alexis Segura
- Managing Director Florent Kervot
- Group Creative Director Sacha Hanras
- Wardrobe Stylist Eve Casiez
- Stylist Juliette Alleaume
- Makeup Artist Vanille Gautier
- Hair Stylist Emilie Green
- Sound Engineer Jean Rene Coste
It's a pretty bold proposition; create a well-shot, delicately crafted spot for a fashion brand... and not include any of their clothes in it.
Nevertheless, for their latest spot, French ready-to-wear label Camaieu, along with agency Buzzman, have eschewed the catwalk to present something far more authentic.
Part of a complete reinvention of the brand, the TV and cinema spot, A la ville, cette femme porte du Camaieu (In town, this woman wears Camaieu) is shot by Birth director Jan Gleie and features real women wearing their uniforms - obstetrician, mechanic, pilot, lawyer, chef, beekeeper, firewoman - rather than Camaieu fashion.
Gorgoeusly constructed and without a whiff of objectification, this daring tactic is both refreshing and effective.
