Denuo Model Management is a fictional modeling agency in Dallas, Tx, looking to hire young aspiring models.
Denuo Model Management 30 second commercial
Software: Adobe After Effects, Adobe Photoshop, Adobe Illustrator
music: Eternal by Gregory J. Bennet
Photographers: Jessica Truscott, Marcus J. Ranum, David MacKenzie, and Boko Great
I chose the name DENUO. Denuo is Latin for renew. Originally I had searched for a Latin word that stood for fresh. In my search I found denuo and it immediately grabbed my attention. When reading the definition it said that it meant afresh. I did not read any further as I felt I found my word, but after revisiting the word again and reading that afresh meant, again, and renew, I felt quite silly. I went back and began to explore Latin words that actually meant fresh, like Novus, and Repens, but they did not have the same ring or high fashion as Denuo. So a happy accident was born.
After exploring multiple design options, three were chosen from the list, that were worth expanding. The branding should be simple and clean, as most other modeling agencies feature simple branding. These color treatments done in color pencil, were created as a way to explore color options. When in the initial stage of designing spending as much time off a computer, provides for better exploration and more creativity, as one is not bound to what the computer can and cannot do.
Since the commercial is about promoting the modeling agency, the main focus was to show models. Using free stock images I edited and color corrected the “models” so that they would look as high fashion as possible. The models from left to right: Jessica Truscott, Susan Coffey, Billie-Jean, and Boko Great.
Contemporary fashion films tend to be visually abstract, so when coming up with the boards that was something to keep in mind. The idea for using watercolors was highly inspired by Stina Persson, a watercolorist from Sweden. The whole purpose for the commercial is to showcase models that represent the agency. The ending piece will be of a model that is completely covered in black looking at the audience, as if the model could be anyone.
