Priliminary Research

The first research we have is the research given to us by Alex. Alex is who has created the concept for the Fossil Fragrance, so seeing the research he used to help him will surely benefit us in understanding exactly how he envisions this product. This will then help us make sure we are making the advertisement exactly right for the product.

There isn't many images he gave us, but here is what we were given.





As explained by Alex himself, all these advertisements for other fragrances show a subtle sexiness that is what he would like for the Fossil fragrance.

I believe he wants to portray passion in a quite subtle way and with both sexes involved. Not like an advert that show a half-to all naked man jumping through water.. and that's it.

Like this bad advert..



These advertisements shown above also demonstrate the use of contemporary vintage fashion in the style of the models clothing.

I must admit, I was quite confused about what exactly he wanted from 'modern vintage' but he helped me understand with this picture



He explained how this picture is a good example of 'modern vintage'.

Old style clothes and car, but used (in a fashionable) modern way.