Denim brand Zoomp heats it up for spring 2011. The campaign photographed by Fernando Mazza features long-haired topless models set in dark corridors and abandoned rooms engulfed by steam. Models Monique Sandrelly, Diego Zang, Jessica Bronitzki and Roberto Michels perfectly portray the heat-stroked clan in the top-selling Brazilian Jeans.
With this campaign, the Zoomp brand may have found the edge it needs to break into the North American and UK denim market.
Implications - Marketers often employ smoke machines for campaigns in order to evoke a more dream-like, escapist feel to their visuals. Consumers gravitate towards escapist materials because they utilize it as a source of stress relief. The allure of mysterious imagery has yet to fade due to the increasing consumer need to fantasize a life away from the mundane, post-recession work force.
Steamy Denim Photoshoots
Fernando Mazza Shoots a Steamy Campaign for Zoomp Jeans
Trend Themes
1. Escapist Visuals - Using smoke machines and mysterious imagery in marketing campaigns to evoke an escapist feel.
2. Dream-like Aesthetics - Employing smoky and steamy visuals to create a more dream-like and immersive experience for consumers.
3. Stress Relief Marketing - Capitalizing on consumers' desire to escape the mundane and find stress relief through captivating and fantasy-driven visuals.
Industry Implications
1. Fashion - Fashion brands can utilize escapist visuals to enhance their campaigns and appeal to consumers looking for a break from reality.
2. Photography - Photographers can experiment with dream-like aesthetics and utilize smoke machines to create captivating and immersive images.
3. Marketing and Advertising - Marketing professionals can incorporate stress relief marketing techniques and employ mysterious and escapist visuals to attract consumers.