Foschini "Summer" WWW

"Scheduled to run until the end of 2006, the new Foschini campaign - the fourth one produced by Masters & Savant Worldwide for the retailer, has created a fresh new look for Foschini, Designed to put the fashion brand on top of the retail chain" says Roger Smythe, co-founder of Masters & Savant.
The creation of a "block" stage that transforms into a magical cat walk populated by women dressed in Foschini's new summer range of fabulous clothing enhances the emotion behind the advertising message. "This message is that Foschini clothing makes women feel confident, fashionable and free to be themselves. The brand is after-all synonymous with "easy to wear fashion" says Louise Mounton, Foschini Brand Manager.
Masters and Savant utilised the concept of cubes that was originated by the MorrisJones Advertising agency and transformed them into a magical stage offering a plethora of creative possibilities - each and every one of those possibilities allowing the creative team to refresh the summer campaign on a monthly basis.
"Animation has allowed us to present the clothing line in a starker, stylized and graphic manner, and such an evolution in the way clothing is presented complements the graphic look of the summer line. The beauty of the campaign was the surreal mix of live action together with animation" concludes Smythe.