In Unreal Visual, we were delighted to accept the challenge from DDB Prague agency and transformed their brief into a creative and visually stunning campaign for ROSSMANN CAREWEAR.

The brief from DDB Prague agency was comprehensive and detailed, providing us with a clear framework and expectations for the project. Our goal was to create a video and key visuals that not only met the agency’s specifications but also exceeded expectations and pushed the boundaries of traditional marketing.

Our task was to create a total of five versions of the video (6s, 15s, 30s, 60s, and a vertical 15s format). In addition to the commercials, we created four key visuals.

Process of Creating the Creative Design

The first step was a thorough analysis of the brief from the agency. From the brief, we gathered key information about the target audience, communication style, advertisement spot concept, and the main values of the ROSSMANN CAREWEAR brand. With these insights, we approached the development of our creative design, which was not only to meet the brief but also to bring new, fresh energy into the project.

Creative Design

Water, seaweed, fashion, sensuality, skin, and contrast. These words served as a guide throughout the project and inspired us to create a unique visual style.

Nature, represented mainly by water and sunbeams, is the centerpiece of the entire creative design. We don’t pretend to be at a real location – why hide something that is obvious and not instead turn it into an advantage that we are filming in a movie studio?

Things like a white background and artificial sun projected on it, or our own piece of “sea,” albeit only a few square meters in size, create a striking contrast to natural elements.

Realization

For filming and photography, we created a main set in the studio, consisting of an artificial pool filled with water and complemented by other props. The white background allowed us to create light projections reflected directly from the water’s surface.

Actors, Makeup, and Styling

The selection of actors was crucial. We focused on diversity to ensure our content resonated with a broad spectrum of viewers. Makeup and hairstyles were designed to support the connection with the brand and nature, emphasizing a natural yet ostentatious look. The “wet look” perfectly complemented the overall visual of our spot.

Cinematography and Lighting

We divided the entire spot into two parts. The first – more mysterious, allowed us to use softer lighting. Camera movements are also longer and dreamier. During this phase, using a voiceover, we explain the message to the viewer and keep them in suspense.

In the second phase, we answer the viewer’s questions and dispel the veil of mystery. The second part of the spot starts with a change in lighting atmosphere – symbolized by the sunrise. Contrasting sunbeams fill the studio. The editing, camera movements, and sound design become more intense. The spot is more energetic, ensuring we keep the viewer’s attention until the very end of the spot – the sunset with a packshot of the ROSSMANN CAREWEAR products.

The ROSSMANN CAREWEAR project was a great opportunity for us to demonstrate our ability to transform a creative vision into reality.

AGENCY: DDB PRAGUE

DIRECTOR: MARTIN JANEŠ

DOP: MICHAEL JURÁSEK

AD: MIKULÁŠ TUHÁČEK

1AC: JAKUB VEINLICH

GAFFER: LUBOŠ MOŘICKÝ

2AC: ŠIMON KŘÍŽ

BEST BOY: MARTIN FULÍN

SET DESIGN: ALEX KUREL

PROP MASTER: FRANTIŠEK ŘEZNÍK

COSTUMES: LIZ OVCHACHENKO

MUA: BARBORA LIPENSKÁ

PHOTOGRAPH: MARYNA VELKYNETES

 

MODELS:

MAGDALENA KOŘENOVÁ

TRANG DO THU

TEREZA SCHERTLEROVÁ