Music Video VS Fashion Film

Introducing Tiziano Ferro as a fashion-leaning artist was the goal of the “Addio Mio Amore” video. At the heart of this project was the idea of building on the legacy of others, as it was inspired by a fashion film directed Craig McDean for Zara. I had seen this at a Zara store in the SoHo District and found the simplicity of the images powerful. 

As a marketing firm, we feel it’s important to acknowledge and credit the people who came before us and to build on their contributions. We, pun intended, are powered by legacy of others and the legacy we create for our clients.

Adding A Human Touch

Our mission was to emphasize the thought and care that goes into directing a music video, providing creative direction, or editing a project. In a world where AI is taking over, it’s important to double-down on the humanity. 

While AI is an incredible tool for increasing productivity, it cannot replicate the depth of creativity and personal touch that comes from a human artist. Building a creative project for a client involves pouring one’s heart and soul into the work, and this is something that cannot be replicated by AI.

An Immersive Experience

To get everyone on the same page, we flew our editor to Los Angeles to see what the energy was like on set. Mood boards are widely used tools in the industry, and we consider them the first part of the conversation. Flying Zach to Los Angeles was a deliberate decision to add more of the human touch. Seeing the footage vs being on set are two different things. As the director of the music video, it’s important that every team member is present. Artists feel and it’s harder to “feel” from a different location. 

This is the power of having human creatives on board, and it’s where AI isn’t able to reach at present time. The more my team feels the concept and the project is immersive, the more success we see. 

Having our editor on set allowed us to understand what the director liked, see what made the artist happy, and what he did not like. By observing the monitor and everything that was being filmed, we were able to create a successful video edit with almost zero notes from the recording artist. We used technology to streamline and communicate, bringing old-world tactics to create a flawless video while embracing technology.

Research Matters

Rebranding any brand takes a lot of brave actions. As an agency, we looked to see what Tiziano Ferro was known for and where there was room to grow. Our approach was to feed the imagery that his fan base would appreciate while also pushing the brand enough to show his audience growth. The trick was to push the branding without alienating the people who already supported him.

Our number one goal was to help Tiziano Ferro show the world that he is a fashion star, followed by creating a video that would never expire or go out of style. We are proud of the work we did for Tiziano Ferro and Universal Records on the “Addio Mio Amore” video. Our success was in emphasizing the importance of the personal touch and the creative heart and soul that goes into creating a successful project