By After graduating from the School of Visual Arts in New York City, Chen Chen returned to China to pursue a career as a commercial director. Over the years, she has had the privilege of working with prestigious brands, including LONGINES, Lancôme, Furla, Ulike, and Colorkey. Her work has also been featured in renowned publications such as COSMO, Harper’s Bazaar, and Bazaar Jewelry.
The Essence of Fashion Advertising
Chen Chen views fashion advertising as a form of art, focusing on evoking emotions rather than following traditional storytelling. In just 60 seconds, the goal is to create an atmosphere that resonates with the audience. Beauty ads convey confidence and charm, food commercials highlight festive social moments, and outdoor campaigns evoke a relaxed, natural lifestyle.
The key to these ads is immersing viewers in a world where they might think, “I wish I could live that life.” This emotional connection drives the audience to associate the product with their aspirations. As a commercial director, Chen Chen’s role is to understand the client’s vision and translate that into a compelling visual experience. Every second counts, and each frame must serve the story. This demands seamless collaboration across departments and meticulous on-set coordination to ensure that every detail is perfect.
A Memorable Furla Campaign
One of Chen Chen’s most memorable projects was directing a Chinese New Year campaign commercial video for FURLA (https://www.instagram.com/reel/C2ALcl-N_Dt/?igsh=MzRlODBiNWFlZA==), featuring popular Chinese celebrity Karry Wang. The concept, developed with FURLA’s Italian headquarters, involved Wang moving through four distinct environments—ancient Roman architecture, an art museum, a lush garden, and a traditional Chinese courtyard—linked by Furla’s iconic arched lock design.
Filming took place in a 6,000-square-meter soundstage, where the team built four elaborate sets. The challenge was to create seamless transitions between these worlds, requiring close coordination between the art department, cinematographers, lighting crew, and the actor. Every detail—from camera angles to set design—was meticulously planned to ensure the transitions felt smooth and natural.
The concept of transitioning between different worlds was ambitious, but with Chen Chen’s leadership, the team was able to execute it flawlessly. The actor’s movements, camera work, and lighting were carefully coordinated to create the illusion of traveling through time and space, resulting in a visually stunning and fluid ad.
The Role of Technology
The Furla campaign highlighted the pivotal role digital technology plays in modern filmmaking. Rather than traveling to Italy to film at real locations, the team used green screens, dynamic lighting, and innovative camera movements to simulate the experience of moving across various environments. In just 12 hours of shooting, the team captured the essence of four distinct locations, creating a visually rich narrative that transported the audience through time and space.
For Chen Chen, this project reinforced how technology has transformed filmmaking. It allows filmmakers to create visually compelling content in more efficient and creative ways. Advanced tools and techniques enabled the team to achieve extraordinary results within the limited timeframe of the shoot. Digital technology has opened up new possibilities for storytelling, allowing filmmakers to take creative risks without the constraints of physical locations.
The Power of Collaboration
Chen Chen believes that the key to any successful project lies in collaboration. While technology is crucial, the people behind the scenes are what truly bring the vision to life. For the Furla campaign, seamless coordination between the director, crew, and talent was essential to achieving the desired effect. Chen Chen emphasizes teamwork, recognizing that each department—whether it’s art, lighting, or cinematography—contributes uniquely to the final product.
She believes that the best results come from creating a collaborative environment where everyone works toward a shared vision. This approach not only ensures effective storytelling but also allows each team member to contribute their expertise, elevating the project as a whole.
Closing Thoughts
For Chen Chen, advertising is a unique form of storytelling that combines creativity, strategy, and emotion. It’s about crafting dreams, building emotional connections, and delivering a powerful message in a short amount of time. Whether working on a luxury fashion campaign or a beauty commercial, her goal is to create experiences that resonate with the audience and leave a lasting impression.
Chen Chen wants to push creative boundaries while adapting to the ever-evolving landscape of the advertising industry. As technology continues to advance, she is excited by the endless possibilities it offers to bring bold ideas to life. However, she remains committed to the heart of storytelling—connecting with the audience on a deeper, emotional level, and creating ads that go beyond mere advertisements to become memorable experiences.
Filmmaking turns ideas into reality, a dream-making journey from concept to screen. Chen Chen is excited to explore new possibilities within the film industry, where creativity knows no bounds.
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