Parfois Herself - Mojobrands

Finding, Her truth, Her self.

BRIEFING

For the FW17/18 season, Parfois wanted to put women’s individuality at the center of its new collection, entitled La Femme. Keeping the tradition of previous collections, the brand challenged us to develop an event with influencers from the fashion world, hailing from around the globe. We needed to outline a full day of activities, as well as create the perfect conditions for content generation, to better promote the brand and the collection.

SOLUTION

From the start of the project, we had a clear goal: to disrupt the usual Parfois event’s communication standards. For this presentation, we intended to harness the synergy between fashion and music, while innovating the concept of the event and its final product, the promotional video.

So as to create a standout campaign, we decided to produce a video clip, with original music for it. White Haus (João Vieira) was in charge of the instrumental track, and Mojobrands wrote the lyrics.

Casa da Música was the venue for the main event due to its unique aesthetic, its wide array of spaces, and its connection to music. The video clip was shot entirely in the many rooms, depicting the complexity of womanhood.

At first, the bloggers seem somewhat undistinguished, but then they embody contradictory attributes, displayed in a sequence. This change, also hinted at in the lyrics, illustrates a woman’s transformation as she finds her way to express herself and starts to feel good in her own skin, truly becoming “Herself”.

After the shoot, we treated the bloggers to dinner on the top floor of the C.M, joined by the Parfois team. A few days later, the protagonists were surprised by the release of the video clip on social media.