Going out on a limb
Was it the right business move, or a complete misstep? The new Y/Project campaign, put together by creative director Glenn Martens and Antwerp-based artist and director Frederik Heyman, is not afraid to go out on a limb! Next to the luxury accessories, naked robots indulging in various forms of pleasure also play a leading role in it. But what if the accessories, which were supposed to be the central theme of the campaign, have been completely pushed aside by the shocking elements? Is this still about fashion?!
Master of multimedia creation Frederik Heyman, who is also behind campaigns of other major brands - Mercedes-Benz, Diesel, Kenzo, Nike, Mugler and Iris van Herpen - definitely knows how to attract attention. And that's what advertising campaigns are all about, right? This time, however, the duo Frederik Hemyan and Glenn Martnes may have taken a bite that puritans will have a difficulty to swallow.
Mavericks and puritans, unite
Whether you're a sworn puritan or a total free-thinker, the controversial and riveting Accessories AW19 campaign will leave you so amazed you'll have to press repeat and watch it all over again. As they say, repetition is the mother of wisdom. It is therefore more than possible that on second watching, you'll actually pay some attention to the accessories, which is a truly masterful move from the brave creators!
Are you wondering how a campaign like this comes to life? Frederik Heyman shared his know-how with us. And it doesn't look easy at all!
“I begin my work with 3D scanning and move on to creating digital installations in a virtual environment. All bodies were first scanned in 3D and subsequently merged into large mechanized assemblies. The Y/PROJECT accessories were also scanned in 3D and partially modeled into a 3D form.
If you haven't heard of the luxury French brand Y/Project yet, it's probably going to change fast once you've seen the erotic Accessories AW19 campaign. What comes next is in the stars. But one thing is certain, the boundaries of fashion are made to be crossed, and Y/Project will gladly step up to the task!