A perfect combination of style and wellbeing, every season Aubade offers women tools to embody self-confidence and beauty: delicate lace, a bold plunging cut, soft silk or simple stretchy fabric, precise and technical cuts. Today, Aubade is pushing the envelope and has imagined a new concept of viral communication combining seduction and technology, intimacy and interactivity through a 360° campaign on social networks, press and billboards.
A crazy idea was at the origin of this project, conceived by the Steve agency: bringing a drone and a woman together. Allowing the former to film the beauty of the latter as closely as possible. And imagining a scenario where one doesn’t know who is playing with whom, and who will tame whom in the end. Because the viewer will be choosing the ending.
Starring as the drone is Nino, the world’s most intrusive flying object and a 35-gramme marvel of technology. And as always, the Aubade woman is one and many. She remains faceless in order to embody all women, leaving it to each and every one’s imagination. There is a third protagonist in the story: the Belle Étoile set, a marvel of embroidery, both precious and lightweight. It only weighs 53 grams but is the weapon of seduction of the Aubade woman to captivate Nino and the viewers.
A bold, ultra-modern form of expression, the short film was directed by Francesco Roversi. From an early age, he would follow his father, famous fashion photographer Paolo Roversi, in the studios and on photo shoots. However, he showed a preference for the moving image and decided to express his elegant, dreamlike style through video. After collaborations with Dior, Frédéric Malle, The New York Times, Vogue and W Magazine, this is his first collaboration with Aubade.
