Tearing white, revealing colors

We took part in the realization of a series of TV spot for United Colors of Benetton. We followed the entire production process, from brief to delivery. A spot was made for each of the following product categories: men, women, cashmere, and quilted jacket.

Filmed in vertical and horizontal format, the production realized the editing dedicated to the Benetton Live Windows. The clips were projected in movie theaters and the Benetton Live Windows circuit, in the cities of Monaco, Barcelona, Paris, London, Milan, Shanghai, Moscow, and New Delhi, among others.

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The tear

At the basis of this campaign lies the concept of tearing. We wanted to renew the typical Benetton white background, which had marked the company’s advertising style for years. Every models’ action corresponds to a tear in the white, eventually revealing a colored background. By doing so, we introduced a new era in the world of UCB communication.

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To achieve the desired effect, multiple tears were shot on green screen, then composited in final editing to emphasize the models’ movements. For proper integration of the final pay-off scene, we created some ripped canvas, behind which models were placed on green screen. Such a strategy allowed to choose the color of the backdrop in the post-production phase.