Massimo Dutti is a Spanish premium clothing retailer specialising in cashmere and wool products, founded in 1985.
Problem
The task was to highlight the premium nature of the product, the quality and texture of the fabric, and to show the viewer macro details in an overall stylised and modern style.
Solution
The solution was to create premium scenes with animations positioning Massimo Dutti polo shirts as an elegant and premium product. Simulations of threads were also created, and a macro camera was used in a 3D scene to show the formation of the finest threads in the polo shirts.
Result
Based on a survey of the potential target audience in the 25 to 45 age group ( male and female), the following conclusion was made: The target audience of respondents gave positive feedback based on the stated purpose of the video — the appealing premium approach of the new polo shirt model in our hot climate, as an adaptation to the Uzbekistan market. They also noted the high-quality demonstration of the threads, which led to an understanding of the high quality relative to the above-average price of the product. Overall feedback on the video was a desire to have similar videos shown on LED screens in shopping centres and OOH due to the high level of engagement throughout the video and the high potential for involvement.
