“The Frame” by Facehunter Yvan Rodic for Armani Eyewear
Here is a one minute short video titled “The Frame” done by popular streetstyle photographer Yvan Rodic of Facehunter for Giorgio Armani Frames of Life eyewear collection. Using just a simple black wooden frame as a prop, Yvan captured a variety of key styles from Giorgio Armani’s new collection while shooting streetstyle in motion.
The Italian house’s “Frames of Your Life” travelling street initiative was launched at the end of 2010. The project has taken famous fashion bloggers and trendsetters – Micol Sabbadini, Tommy Ton, Jared Eng and Yvan Rodic amongst them – on a meandering tour to the four corners of the globe, photographing everyday people on the streets of the world’s major cities.
A selection of these images has formed the inspiration behind the new Giorgio Armani Eyewear F/W 11/12 advertising campaign. In an innovative role reversal, the best shots taken during the tour have themselves become the campaign images.
Each campaign image is a composition of different snapshots, the faces are different as are the photographers themselves. They are arranged in grids resembling the pixels on a computer screen, or similar to the layout of a social networking site, all in black and white, for an enhanced pictorial effect. The result is a campaign of edgy iconographic vibrancy, close to the cut and thrust of life.
Through an expression of movement and dynamism, the Frames of Your Life project will continue in 2012, evolving into new forms. Check out more images from the campaign here.