Behind The Scenes - Catwalk AW 09 Campaign

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vaibhavcrow22
October 29, 2009

Catwalk Worldwide is always been a fashion aspiration to the fashion conscious and certainly much more than fashion footwear brand... Its the name given to an attitude that has made the brand stand apart, ever since its inception. For over two decades now Catwalk worldwide has wowed the exclusive league of fashionistas with its unique fashion sense and global appeal. So for a name this heavy, our task was to continue speaking the same language of fashion, albeit with a touch of exclusivity that would catapult the brand to unimaginable heights.
Thats where the all new Autumn Winter campaign stems from.
With an international black model, a device that has rarely been used by any brand in India, least of all by footwear brands, this campaign takes the brand to a whole new high, hitherto unseen in the domestic footwear market. Using real sets made of wood, designed to create a larger than life feel, the campaign subtly creates an enigmatic feel around the brand. The styling is minimalist yet glamorous, and helps direct maximum attention to the shoes. Also, classy shades of brown, chocolate, copper and gold, coupled with appropriate lighting, further compliment the sleek language of the brand.
And the result is a campaign thats glamorous and powerful.
This landmark communication has been created and supervised by Paras Kanani, National Creative Head, P9 Integrated, a division of Percept Ltd., and shot by ace photographer Vikram Bawa. Speaking of the campaign, Mr. Kanani sad, The task ahead was to evolve Catwalk Worldwide affluent international look and feel and brand communication l. More than footwear, we had to signify the attitude and aspiration which Catwalk promises to its consumers... A fashion statement that hasnt been seen in India till date. Hence the use of an international black model which immediately places the brand at par with its global counterparts, in terms of look and feel.
The joint expertise and creative chemistry of Mr. Kanani and Mr. Bawa has today successfully redefined footwear advertising in India.
Agency: P9 Integrated, a division of Percept Ltd.
Creative Director: Paras Kanani
Art Director: Kunjal Nirwani & Vishal Thakur
Photographer: Vikram Bawa
Stylist: Priyanka Karunakaran
Make-Up: Pooja Arora
Hair Stylist: Roshan

Category: Entertainment

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Behind The Scenes - Catwalk AW 09 Campaign

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