art direction : ucef hanjani, ceft and company new york for ferragamo.
here are four of approximately a dozen executions created for salvatore ferragamo’s global campaign. the campaign was art-directed by ceft and company’s creative director, ucef hanjani, and photographed by filmmaker and photographer glen luchford. the château de voisins, just outside paris, was chosen as the perfect location due to its majestic interior details, which were subtly revealed—true to the essence of luxury.
the campaign’s premise was rooted in the dna and history of the salvatore ferragamo brand and its longstanding connection with cinema. each image was carefully crafted to pay homage to an iconic and influential film. to distinguish ferragamo from its italian counterparts, such as gucci and dolce & gabbana, we introduced a unique thread that ran through the entire campaign: the protagonist turning away from the camera.
this idea stemmed from weeks of research through the ferragamo archives, where we found that the family logo was always treated with respect and never overly prominent, unlike so much of the premium / luxury market today.
the historical appeal of the ferragamo brand stemmed from its craftsmanship and quality, rather than flashy branding. in short, ferragamo had always remained more “discreet” compared to its peers. to illustrate, hanjani explained:
“while the louis vuitton woman might eagerly seek attention from paparazzi, the ferragamo woman—who could very well run a publishing house—would shy away from it.”
she is neither naïve nor desperate for such attention; instead, she is more subtle and deliberate in her choices. this concept of “discretion” would prove to be a valuable tool for much of the future PR that followed. view all work related to this project.
