A winter collection shot far from the studio
A premium product deserves premium content. Through a campaign conceived as a journey and shot with a documentary sensibility, we gave Vilagallo an audiovisual language as crafted as the garments themselves. A language where the collection is seen in movement, in use, and in real situations.
Challenge
Vilagallo is an established brand with a recognizable point of view, a loyal adult female audience and a presence that reaches into the US and the UK. What it didn't have was audiovisual territory, and for a premium brand that gap shows. The winter collection launch was the moment to close it, and to bring the brand closer to a younger audience without losing the customer who had always been there.
Solution
The project began before the brief did. We came in with a brand analysis and a social audit of Vilagallo and its category. From there we built the campaign around a single idea and carried it end to end. Creative concept, shot definition, production and post. Rather than a product film, we planned a narrative, one that could show the collection being lived in rather than displayed.
Creative Concept
The campaign is conceived as a journey. An escape to a house in the country that follows the collection across different moments and spaces. The road, the rooms, the dinner table, the fields around the house. Rather than presenting the garments, we show how they are worn, combined and lived in. The aesthetic follows the same logic. Natural light, handheld camera and no rigid posing, documenting interactions instead of staging them. The teaser works from the same idea in a shorter form, built on rhythm rather than explanation, where fast cuts through colour, texture and pattern make the collection recognizable without ever presenting it as a whole.
Production
Once the creative direction was approved, we defined every shot of the campaign and built the production schedule around a single shooting day, with split crews and timed blocks for light and camera changes. We handled casting, covered the prop and technical needs alongside Vilagallo's team, and worked the set with them, alternating with the brand's photographer without losing rhythm. Post production closed the loop with shot selection, edit, colour and music, delivering the two assets that led the launch, the campaign film and the teaser.
The brand Vilagallo now looks the way its clothes feel to wear.
