The strength of the single message

At Mac & Pearl we firmly believe that a striking single idea or image conveyed across all media channels will have far greater impact than multiple ones. In our eyes, less is invariably more. But don’t take our word for it. Every psychologist worth his salt will tell you exactly the same thing. There is only so much the human brain can process. And there are literally millions of images our brains are exposed to every single day. As far as we’re concerned, there should be no difference in the way you portray your brand through advertising, digital or point-of-sale - whether it’s moving or static. This is integration in the true sense of the word. For us it’s not a hollow platitude. Needless to say, we work very closely with our clients to achieve the very best results within a specified budget.
 
To show you exactly how we achieve this kind of seamless synergy across media channels, take a look at our work for Osprey and Swarovski below.

​Osprey London

For this integrated campaign, both the commercial and press work had to convey the sumptuous quality, texture and grain of the leather used by Osprey to produce their classic collection. This called for meticulous lighting and close-up camera work. 
We wanted the quality and traditional lines of the Osprey brand to speak for themselves simply and elegantly. So we set ourselves the task of showing a single item in its best possible light. Achieving precisely the right lighting and complementary coloured backdrop was crucial in conveying a classic feel while displaying the quality and grain of the leather.​​

​​Swarovski 

Another example of print and the moving image working seamlessly together. Moving images are becoming increasingly used by various brands. But a great deal of this work isn’t integrated with print work. While established brands can afford to take this approach, we feel that those names that aren’t ingrained in the public consciousness need to concentrate their efforts on creating synergy - as this integrated campaign fo Swarovski amply demonstrates.​

​Fontana


​This film for Fontana handbags manages to convey the brand’s extensive product range through editing and choreography to music and sound effects of waves lapping against the shore. The techniques used create a mesmerising and sophisticated product display that reflects the diversity and elegance of the product range.

Similarly, the press execution reflects the essence of the brand with a double page spread that combines a still life with a lifestyle shot. While the still life of the bag on the left has been cut out and given a different dimension on a flat background, the lifestyle image has movement, giving an element of reality and atmosphere.
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​Both support and enhance the brand’s positioning through sophistication and elegance.

Nike
​Nike is well known for its lightweight, waterproof running shoes designed with advanced cushioning for comfort. So we wanted to capture these brand attributes with an image that possessed the energy and effervescence of the brand. In doing so, we constructed a multi-image composite and employed fast synchronised flash systems. In this way, we were able to capture each separate element including the spray of water and the all-important reflection of the trainer’s sole.

Vogue Pelle

​This short film was commissioned exclusively for Vogue Pelle to promote the Fabiana Filippi collection. Meticulously shot in black and white, the camera pans around a model as she walks towards us, and we get to appreciate the cachet and quality of the Fabiana Filippi label.

Uman

​This film for Uman employs the use of dummies and allows us to demonstrate the quality and extensive range of gentleman’s outfits while focusing on the detail of the weave of the fabric below the neckline. Executed in a sophisticated manner, this approach helps to cement the Uman brand image and its place in a competitive market.

Henry Cottons
​This quintessentially English brand suffused with Italian creativity positions itself as a traditional fashion house. This campaign demonstrates this through the use of exclusive sporting pursuits such as horse riding and fencing, and the art direction combines close up and wider shots in order to demonstrate the quality of the brand’s range and the individual style of its garments. Thereby maintaining and enhancing a chic look and feel for this chic brand. 

Xacus

​Xacus has been manufacturing shirts since 1956. The first of these two campaigns adopts a conventional, classical approach, showing us a group of models wearing our shirts, and a close up of the shirt’s fabric. The composition and elegance of the imagery help to literally show us the quality while also bolstering the brand’s image.
​The second and later campaign is far quirkier in its approach, and shows models wearing shirts back-to-front. It’s a memorable way of saying ‘we do things differently’, while also literally showing us the quality in detail. It does everything the first campaign does to help instil the brand’s image into the public consciousness, but in a more intriguing manner.

Garrard

At first glance, you may be forgiven for thinking that these are straightforward shots. They are far from it. Each image has been created from a multi-image composite, built from several shots lit differently. A technique fitting for one of the world’s leading jewellers.
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Lighting each tiny element and achieving this level of precision is vital in conveying the exceptional quality associated with the Garrard brand image.

Frey Wille
We felt we could help Frey Wille enhance its brand profile and take the company to a new level by proposing a new integrated campaign. For this we created a full colour still life of one piece of jewellery juxtaposed with a classic 1950s and highly aspirational black and white portrait of the piece being worn. By extolling nostalgia and classic imagery we were able to create a new brand image that was in keeping with Frey Wille’s heritage, brand values and strategic positioning.

Steamline

To advertise Steamline’s distinctive range of vintage style luggage, we wanted to create a campaign that reflected Steamline’s elegant retro designs while conveying its robustness. So we developed the idea of showing graceful vintage modes of transport that have stood the test of time. By associating our luggage with these iconic modes of transport, we are implying that Steamline luggage will also enjoy a long working life. A sentiment corroborated by our headline: Built to withstand life’s journey.

Barker

Barker shoes are lovingly made in the old time-honoured tradition by hand. So to bring the shoe to life by capturing the texture of the leather, the detail of the stitching and its shape, we placed it on a pure white background. We were able to adopt this simplistic though bold and radical approach thanks to the brand’s credibility in a competitive market. As a respected name, Barker can afford to be brave.

La Perla

Founded by master corset maker Ada Masotti in 1954, La Perla has grown to become one of the world’s best known luxury lingerie brands. To create a sensuality for this renowned brand of sensual luxury lingerie and to encapsulate La Perla’s feminine brand values, this global campaign relied on the use of soft, natural light.

In contrast, the later campaign used photographic lighting to capture a similar mood, while also coming in close to feature the detail of the silk stockings. The look and feel for La Perla has to differentiate the brand from all others. And because La Perla is a truly global brand, we wanted to create a strapline that would be understood internationally. Hence: La sensualite. La lingerie. La Perla.

Lardini
The company founded in 1978 by the Lardini family is known primarily for its men’s tailoring. This distinctive and memorable global campaign features models and animals. And its stylised art direction has now become the Lardini brand image. It’s an adventurous approach that only a company as established and as confident as Lardini  could get away with

Rolex
To celebrate 50 years of the iconic Rolex Submariner, this shot for Rolex is a complex five part composite, meaning that you are looking at carefully woven imagery to create the perfectly lit watch and water splashes. This involved employment of fast synchronised flash systems and experimentation with different volumes of water. Technically and artistically, it’s a very challenging shot to achieve. But we’d expect nothing less from one of the world’s most famous luxury brands.

Gucci

Founded by Guccio Gucci in Florence in 1921, Gucci has become a massive Italian luxury brand renowned for its style. In 2008 it generated €4.2 billion in revenue, and today is Italian’s highest-selling luxury brand.
 
We wanted to create a vintage looking and slightly cheeky campaign for Gucci’s stylish photochromic sunglasses by using subtle lighting to highlight the style and beauty of these designs that Gucci is renowned for.
 
Photochromic lenses change from virtually clear to very dense shades in a matter of seconds, so to convey both the practicality and sexiness of Gucci’s photochromic eyewear we alluded to the risqué novel Fifty Shades of Grey by E L James by including the line:
​Over fifty shades of grey.

Malo

​Established in 1972 in Florence by brothers Alfredo and Giacomo Canessa, Malo is an Italian luxury brand of cashmere. Its collections are seasonal and distributed through a direct sales network including Malo stores and selected department stores worldwide.
 
These press ads created for Malo convey the quality and softness of Italy’s finest cashmere and woollen garments that utilise the whitest goat hair and the longest and finest fibres.
 
Our task was to show the fine details close up along with the extraordinary quality of the weave that the Malo brand stands for.

Nicoletta Ruggiero

Nicoletta Ruggiero wanted to raise its profile in the luxury clothing sector.
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​To do so, this classy luxury womenswear brand employed the services of international supermodels Linda Evangelista and Helena Christensen to promote the brand’s high end product line and the label’s timeless appeal.

Ballantyne Cashmere

​This Scottish luxury cashmere brand founded in 1921 is run by the visionary designer, stylist and entrepreneur Fabio Gatto.

​To raise Ballantyne’s profile, this press campaign employed the high profile model and actress Lily Cole who starred in Terry Gilliam’s fantasy film The Imaginarium of Doctor Parnussus in 2009.

Piazza Sempione

​This press campaign for this well known Italian brand reflects the company’s sophisticated materials and sartorial working methods through clever art direction and a sense of energy. All of which pay homage to the iconic imagery of photographer Irving Penn and classic fashion editorials.

Trussardi

​Now in its fourth generation, the Trussardi family enhanced its aftershave brand by using a supermodel to promote its brand.

​This exclusive and distinguished brand boasts a diverse product range including clothes, accessories and perfumes, and has a tradition of using supermodels to accentuate its brand values.

Agnona

​The formidable styling and exquisite textiles are captured in this layout for this iconic Italian brand that has stood for sophisticated elegance since 1953. Over this period the company has captured its audience by a ‘designer driven’ approach that has created a look that is feminine, pure and relaxed - and deeply chic. Brand values that are embraced by this campaign..

Moncler

Known for its down jackets and sportswear, Moncler began life in the 1950s manufacturing tents and sleeping bags for the Alpine slopes.

​Today it has become the epitome of innovation, performance and luxurious style.

Having honed its craft of designing outer garments for the extremes of the slopes, Moncler has become one of the world’s most coveted lifestyle brands synonymous with practical and beautifully designed clothes for outdoor living.

​It’s a brand positioning that's fully supported and promoted by this campaign.

Folli Follie

​This playful poster and press campaign utilises well known models and shows how integration can work seamlessly across media without veering from the essence and unmistakable look and feel of a campaign. The brand has an integral energy and sense of mischief that this campaign captures in both the lifestyle shot and the jaunty still life composition of watches at varying angles.

​Lardini

The concept behind Lardini’s collection revolves around the Trans-Siberian Railway. To create the right look and feel, we shot it in an old theatre in Milan and employed fake snow and artificial vapour. The shot is inspired by the scenes of the Trans-Siberian Railway from the classic movie Doctor Zhivago.

​ Lardini commercial      

 This video for Lardini features a man   and a woman on  a Trans - Siberian   railway journey. Though the  dramatic   landscape doesn’t change hugely, their   respective outfits do