Play this video with closed eyes and its wistful soundtrack might suggest something as earnest as life insurance, elder care, or substance abuse counseling. Replay the video with open eyes and, well, thankfully it’s neither of those old saws, but in fact a video treatment for the Ralph Lauren F/W 10 campaign featuring Ford’s Karmen Pedaru! This interpretation of the collection is quite different than, say, Paolo Roversi‘s, but all the same it gives customers ample time to watch the garments flow in the breezes of an old money estate. At 23 seconds it even borrows the same slow motion camera framing that follows behind a pair of heels as featured in Anna Jagodzinska‘s Bally F/W 10 campaign video, which is to say the creatives behind the Ralph Lauren campaign are canny enough to know which techniques will speak most effectively to their share of the market. No, sadly, it ain’t Paolo’s inimitable use of color, but rather is those languid sweeps of the camera. In the end, however that is just as well. Ralph Lauren would not be Ralph Lauren without such treatment any more than they would this season without our dear Karmen Pedaru.
Credits include: Client, Ralph Lauren; Campaign, Fall 2010; Video, c/o RLTVralphlauren.
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