E-commerce campaign

The e-commerce campaign for Fanola, a Pettenon Cosmetics brand, specialized in professional haircare products. It describes the several brand’s product lines for professional and consumer use.

More than 150 videos to be distributed on the e-commerce website and social media. All the videos have been made in four days, thanks to a specific work plan involving two simultaneous shooting sessions to streamline timing and budgeting.

The director André Guidot got inspired by pantone colour pack and the texture of the product.
Here’s the creative idea: the one we call From product placement to product place philosophy, whereby the image of the product expands in the room making the space itself an essential part of the product experience.

We have enhanced the young and pop soul of Fanola by a skilful play of chromatic references among the packaging, the model’s clothing and the set-up.
That’s how the product itself has become a real communication space.
Following this reason, the set-up have changed each time the models have shifted outfits, due to a smart solution made of chromatic inserts specially printed in the same pantone colour as the product packs.

The Fanola e-commerce campaign represents an important benchmark in our creative approach to product communications for offline and online retail spaces.
The video tool is an exceptional means of communication to boost sales through e-commerce and brand perception, especially in the beauty industry.
From campaign videos, tutorials and training ones (from an e-learning perspective) up to videos displaying data and complex systems related to the shape of the products.

  • Pettenon Cosmetics Spa
  • Director / Camera / Editor: André Guidot - T.R.A.M.A.
  • Assistant Director / Camera: Laura Panno - T.R.A.M.A.
  • Director of Photography: Stefano Lisi - T.R.A.M.A.
  • Set Designer: Andrea Bosetti - T.R.A.M.A.
  • Styling: Giulio Maragno
  • M.U.A.: Lara Guerra
  • Music: Edoardo Piccolo - T.R.A.M.A.
a project

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Creativity for Brands and Institutions to Inspire Change


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