'Hat over Heels', Borsalino Love Stories
Thesis project
Year
2019
Models
Levi Wattimena & Zara Arif
Deliverables
Creative & Art direction, communication Strategy, campaign movie
For my thesis project at the Amsterdam Fashion Institute I created a communication strategy with a film campaign for the 160-years old Italian hat brand Borsalino. Borsalino is a famous brand known for its iconic felt brimmed hats. To attract a new and younger group of hat lovers, I created a new communication strategy with a refreshed visual identity and a series of Borsalino Love Stories as a part of a new campaign strategy. In this film campaign I presented the ‘redefined love’ for/from and with Borsalino.
"Come prima, più di prima t'amerò.
Per la vita la mia vita ti darò.
Sembra un sogno rivederti, accarezzarti,
Le tue mani fra le mani stringere ancor.
Il mio mondo, tutto il mondo.
Sei per me, a nessuno
Voglio bene come a te.
Ogni giorno, ogni istante, dolcemente ti dirò.
Come prima, più di prima t'amerò"
Products: campaign Book, briefing, brand book, harmonica campaign stories book and a campaign film
For the old Italian cinema aesthetic from the 60s, we used the nostalgic black frames and the deep depth of field aesthetic, but combined it with tilting shots and split screens. A combination of bright blues and low-contrast backgrounds let the hats stand out.
prop design, prop design, prop design, prop design, prop design, prop design, prop design, prop design, prop design, prop design, prop design,
Exaggerated props such as a big green newspaper, a stack of yellow Borsalino bags and a big striking menu are a wink to the Italian cinema from the 60s, which was the time Borsalino got its iconic status by. Next to that the props are all handmade which reflects the important artisanal and time consuming production process of the hats.
