[caption id="attachment_47472" align="aligncenter" width="300" caption="Oxygen's "The Face""]
[/caption] Creative services agency 99 Tigers recently produced the launch campaign for "The Face," Oxygen's new model competition series featuring catwalk all-stars Naomi Campbell, Karolina Kurkova and Coco Rocha.
Directed by Glenn Lazzaro, creative director of 99 Tigers, the promos capture the professionalism behind the glamour of modeling. To ramp up the drama, off-screen voices of Naomi, Karolina and Coco tout their skills in finding the next great face of fashion. The competing supermodels share their trademark moves and tips to perfect their teams' performances.
Link to "The Face":
"Glenn and 99 Tigers were our go-to choice for 'The Face,'” says Jane Olson, SVP Marketing & Brand Strategy at Oxygen Media. “Their creative approach, smooth working style and beautiful art direction were a perfect match for this show."
"One thing about supermodels is that they're pros," notes Lazzaro. "Naomi, Coco and Karolina came onstage ready to nail it."
"Our goal was to show all of the work that goes into modeling,” says David Seeley, creative director at 99 Tigers. “The show is called 'The Face,' but it takes more than a pretty face to be a supermodel. We tried to bring that out with this campaign. We talked with the models and researched their careers to gain insights about the industry, infusing what we learned in everything we shot."
99 Tigers shot the supermodels and their teams in a two-day, multi-stage production at Broadway Stages in Brooklyn during Fashion Week. The set design included a 40-foot-wide stylized mural of a face, created from dozens of photo-based illustrations of numerous models' eyes, lips, and cheeks. Three runways thrust out of this "face background," allowing the supermodels and their teams to own their own territory.
A key intrigue of "The Face" is that one model contestant will become the face of a major brand -- a life-changing career step for a model. To keep the ultimate face a mystery, Lazzaro and his production team used various techniques to obscure the contestants' identities.
"Early on in the campaign, the focus will be on the supermodels," concludes Lazzaro. "Oxygen didn't want to give away who the finalists might be. So we used lighting techniques and staging to showcase the contestants in a teasing, dramatic way."
Client: Oxygen SVP Marketing & Brand Strategy at Oxygen Media: Jane Olson SVP/Creative Director: Roger Guillen Director of On-Air Promotion: Torrey Bell Sr. Print Designer: Alison Roberto Production Manager: Stacy Friedman Art Director: Alan Cheng Sr. Motion GFX Designer: Rob Reinhardt Sr. Producer: Wendy Bronfein
Creative Agency: 99 Tigers Director: Glenn Lazzaro Creative Director/Writer: David Seeley Executive Producer: Molly Christie Benson DP: Pierre Rouger
About 99 Tigers:
99 Tigers is a creative services agency serving America’s leading TV networks and entertainment brands. Based in New York, LA and Dallas, we deliver strategic creative from concept to production to post. We brand and promote with a focus on live-action on-air spots and kick-ass sales videos. Recent clients include Bravo, Oxygen, Microsoft, truTV, MSG Networks, CBS, TeenNick, MLB Network and Univision. Got a brand? Let’s make it roar.