Knowing

Knowing perfume was introduced in 1987 targeted to “the self-assured woman who knows who she is and what she wants.” We were approached by Esteé Lauder to create an in-house marketing and promotional tool for the sales staff. Because this video was never intended to be shown to the public, images from any source was permitted. I chose only B&W “swipe” mostly from books with high quality reproductions and edited and curated to create a narrative—an ambiguous story of happiness, sadness, mystery, independence, searching and knowing. The product appears sparingly and is the only color in the video. This aesthetic approach was not known to have been done before but since was copied by the client’s ad agency and eventually became a very popular approach.

35mm kodachrome programmed on six projectors synchronized original soundtrack. Transferred to video format.
Running time: 3.07