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For the second season, we teamed up with our friends TOILETPAPER - this time to shoot the KENZO Spring/Summer 2014 campaign. Now in a KENZO exclusive, we take you behind-the-scenes to see where all the magic happened, and to introduce you to our team and of course our muses : models Devon Aoki and Paul Boche. Expect  fun images, crazy details, plastic tigers and giant fishes!

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Toiletpaper gave us their perfect playlist for the summer. Timeless and fun!

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Young MC - Bust A Move

Tone-Loc - Funky Cold Medina
Carly Simon - Why
Inner City - Big Fun
808 State - Cubik Olympic
A Guy Called Gerald - Voodoo Ray
Alan Vega - Jukebox Baby
Cameo - Candy
Sly & The Family Stone - Family Affair
Hall & Oates - I Can't Go For That
Chemise - She Can't Love You
Apollonia 6 - Sex Shooter
B.V.S.M.P - I Need You
Sigue Sigue Sputnik - Love Missile F1-11
Sheila - Spacer
Cheri - Murphy's Law
Flying Lizards - Lovers And Other Strangers

 

TOILETPAPER strikes again this season and creates a second campaign for KENZO tinted with their very own sense of humour and  surrealism.

They explain how they came up with those unique images...
 

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KENZINE: The Fall/Winter campaign 2013 was an outright success and many people suggested it was one of the strongest of the year… Not bad for a first campaign as a team! According to you, what does it take to create a great campaign and make a difference?

Toiletpaper team: Toiletpaper images are made of simple images: it’s something you can easily describe during a dinner with friends, but without being able to completely explain that uncanny feeling it creates in your stomach. Same thing for the campaign: it probably worked well because of its way of treating the familiar as unfamiliar and vice versa.


K: what are the key elements you need when you create a campaign for KENZO?

TP: We’re not sure if there are key elements, because every change is good for creativity, and every habit is probably not. We believe that KENZO is a brand that fits our ideas and our vision of beauty like a glove. It's as simple as this.

 

K: The first time you shot for KENZO, the set was a bit crazy with the two horses, the kittens and Humberto’s mask... This time, was it more serious?

TP: As we said before, we like to change a lot from time to time… It had nothing to do with seriousness, since those huge plastic fishes were like a punch in the eye of tastefulness, weren't they?

 

K: What was the initial brief from Carol and Humberto?

TP: It’s a strange feeling: it is really hard to recall how it started when the work is finished… We probably talked about monastery and Orient, and some music also… But in the end, during the shooting brainstorming continues independently from where it started, as a Chinese whisper.

K: What was the inspiration? A bit of Hokusai? Film Noir? Mythology? Surrealism?

TP: If you want to come with a good recipe, you need to mix together a lot of ingredients, but none of them should cover the others. Just remember that in our dishes what looks tasty and yummy usually is also lethal.. Try it at your own risk!

 

K: Did you start with drawings, mood boards, collages?

TP: Basically mood boards and collages, but we must admit that the hardest side of working with us is probably that you’ll never know what to expect until you’re on shooting phase: that’s the moment where great ideas spring like frogs in a pond.

 

K: Who does what inside the TOILETPAPER team during the photo shoot?

TP: There are some phases of the work while we discuss all together, these sharing moments are fundamental for the shooting phase. Then naturally we begin to outline the roles more and more. Maurizio, is a kind of a deus ex machina who always manages to keep the right distance from the images, to criticize them in a neutral manner. Pierpaolo has this ability to improvise and reinvent, changing a comma or a whole set, even things that were already established. Micol is the aesthetic eye, and she knows how to tip the balance in the final stage of the number, when the cake is done and the decoration on top is missing. In any case, the territories do not have clear boundaries, and the invasion is more than welcome, because there are no fixed rules.

 

K: How was it like to shoot kids this time, do they allow more creativity, more craziness, more energy?

TP:  We are like children too, so the feeling was not very different from what we usually get during the set.

K: How was it like to work with Devon and Paul?
TP: They were great, it’s not so easy to find people who play your game by your rules!

 

K: You have influenced lots of different artists/photographers/designers, who influences you?

TP: A lot of artist, photographers and designers! And some very normal people as well: we are like sponges with legs: we go around, see things that affect our imagination and absorb them… That’s why it’s not so easy to go back to the influencers.

 

K: What is the best advice you have ever been given?

TP: Choose a job you love, and you will never have to work a day in your life.

 

K: A  secret you could share with us about the shooting?

TP: We brought the fish back home and keep it in an inflatable pool. It’s still there in our office

 

K: What are your favorite pieces from the Spring/Summer collection and why?

TP: We liked everything so much we couldn’t make a choice, really!


K: What do you share with KENZO in terms of values, in terms of aesthetic?

TP: We both are colorful and do not take ourselves too seriously… That’s the secret to stay mentally young and creative.


K: Why is it important to be irreverent?

TP: Because otherwise you’re already dead.

KENZO campaign gets animated!

The next two weeks will be all about TOILETPAPER x KENZO! 

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The TOILETPAPER magazine team will take you through the campaign and its making of. They will also share their timeless playlist and a couple of extras. In the meantime, enjoy the animated campaign in this playful video!

KENZO campaign gets animated!

Much in the vein of the KENZO Fall/Winter 13 campaign, the collaboration leans playfully towards the surreal and paints another picture of the KENZO universe.

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Inspired by the primary Spring/Summer themes for men and women, we are plunged into a fantasy world of giant fish, waves and mesmerizing marine elements.
Model and actress Devon Aoki features alongside Paul Boche in the series of thought provoking images.

 

Animation by Thomas Traum
Music: "Groove-Script" by Joe Howe (forthcoming on Sound Pellegrino)

KENZO is in Art Basel Miami this week to celebrate the launch of our new partnership with TOILETPAPER magazine (Maurizio Cattelan, Pierpaolo Ferrari, Micol Talso) for the KENZO Spring/Summer 2014 campaigns for men, women, accessories and kids. Over three days, six different visuals were poised to be released and today is the last day to catch our bus that stops in South Beach.

 

 


 

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Check our map here if you want to access the meeting points for today.
Follow us in Miami all week on twitter (@kenzo_paris) and instagram (@Kenzo)!

 

The current KENZO Spring/Summer 2013 campaign was revealed two weeks ago and Jean-Paul Goude took some time to answer a few questions for us. He comes back on our second collaboration, gives us his vision for the brand and explains how he conceived the two "X" advertising campaigns. He talks about how he works and who inspires him.

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A LONG STORY WITH KENZO



 

Kenzine Can you talk about your long time acquaintance with the brand and how it feels now with Carol and Humberto? Do you think they work in the spirit of Kenzo Takada?



Jean-Paul Goude It seems I’ve known Kenzo all my life. I was introduced to him in the eighties when I was rehearsing the Grace Jones’s One Man Show at Le Palace in Paris. Though we actually never worked together, I remained a fan forever. I like the idea that Carol, Humberto – and to a very small extend myself - have been given the task, I should say the mission, to hopefully revive and insure the continued existence of a style originated 40 years ago by it’s founder. I see it as an exciting prospect and a great opportunity to introduce Kenzo’s children to today’s world…

 

 

THE X



 

K JPG, the Fall/Winter campaign 2012 was an outright success with many people suggesting it was one of the strongest of the year, how does that make you feel?



JPG Very good!

K JPG, where did you come up with the concept for the Fall/Winter 2012 ad campaign?
JPG I was looking for a strong image that would mark the brand’s territory without sacrificing its spirit. An image that could almost be used as a logo and would enable us to show the new Kenzo silhouette.

K Why did you decide to reprise it, in a sense, for the Spring/Summer 2013 ad campaign?
JPG Simply because it seemed a shame to waste such a strong idea on a one shot. I personally had this urge to give it more mileage, so to speak, and, to give the graphic principle of the campaign a chance of hopefully stick into the public’s “collective unconscious”.

 

 

THIS SUMMER



 

K Jean-Paul, in general you are noted for your use of strong colors, seen nowhere better than in the KENZO campaign for Spring/Summer 2013. In this instance you used bright red as the focus for the background. Where does this rich use of color stem from?



JPG It’s true that I’ve always like colors that pop, and that bright red combined with the emerald green of the Kenzo logo really pops!

 


INSPIRATIONS AND INFLUENCES



 

K Jean-Paul, your methods are fascinating, can you let us know traditionally how you work on a project such as this?
JPG I work like an illustrator, from the blank page to the finished image.

 

K Do you start everything with drawings?
JPG Yes, almost everything. I work in stages : first the idea/concept/premise, and the sketch. Then come casting, styling, followed by the shoot itself, and finally, the computer. A method that can be a little time consuming, but it’s the only way I know.

 

You have influenced different artists/photographers/designers the world over, who influences you?
JPG Tons of people… like Gruau, the master fashion artist whose posters I could admire on the walls of Paris when I was a kid, to George Loïs, the creative genius and author of the best magazine covers ever published, Avedon, Penn, Bourdin of course, Norman Rockwell, Reginald Marsh, Wegee,  the French New Wave cinema, Amercican Musicals, Pina Bausch…you name it!

 

K What is the best advice you have ever been given?
JPG "Be yourself".

 

 

 

Meet Ming Xi.

She's the new face of our Spring/Summer campaign shot by Jean-Paul Goude.

Here's a picture of her at our "Jungle of the sky" party yesterday at La Pagoda.

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We chose a sunny morning in the streets of Paris to reveal our Spring/Summer 2013 campaign, shot by Jean-Paul Goude.

 

 

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Building on the success of the ad campaign for Fall/Winter 2012, KENZO and its Creative Directors Carol Lim and Humberto Leon are once again excited to announce their collaboration with world-renowned artist Jean-Paul Goude for Spring/Summer 2013.
The 'X Campaign', as it has become known since initial outing last year captures the essence of KENZO in its fun use of off-kilter symmetry and playful undertones.
Featuring models Ming Xi and Jester against a fiery red backdrop, Spring/Summer promises to be yet again an energizing and electric season for KENZO fans and followers around the globe.


Photography: Jean-Paul Goude
Hair: Anthony Turner
Make Up: Aaron De Mey

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