The Jack Stupid
After TJS did a project for Valentino, its art director Pablo Arroyo presented them to Corneliani, a brand he was trying to rejuvenate. So he gave them this 60 second animation, a bunch of outfits to show and a do-whatever-good-luck-boys wish. The Jack Stupid won 4 awards at Miami Fashion Film Festival. Among them they scored “Best Concept”.
Rejuvenate the brand and make it appealing for a younger audience.
TJS presented a moodboard right away, with text description and style frames, most of which remained definitive and made it into the final film, and Anna Resmini, renowned illustrator, gave them her magic-touch from the beginning.
Corneliani decided to ditch on doing a catwalk and instead mailed 750 ipads with four films and complete lookbook to journalists, distributors and clients.