Results tagged “marketing”
Tattoos are sexy. Tattooed people are sexy. Sexy sells.
And so, naturally, many brands jump onto tattoo cool to market their products with an edge -- a little bit crazy, a little bit bad. But hey, don't us girls just love that?
Thankfully, some ad campaigns get it right by doing it in a way that involves the tattoo community and puts a spotlight on the artistry along with the branding. One such campaign is Diesel's Only The Brave Tattoo Gallery for their fragrance Only the Brave Tattoo. [And yup, I'm a part of it.]
For this fragrance, Diesel founder Renzo Rosso -- whose hands are tattooed-- approached renowned black & gray artist Mister Cartoon to design a tattooed clenched fist bottle and packaging. Rosso discusses this collaboration with Cartoon in an interview with Cool Hunting. When asked about how he thought to translate a tattoo into a perfume he says:
I'm going to tell you the story. It all started with the bottle. It was my 55th birthday, which is a special anniversary for I was born in 1955. Fifty-five is my magic number. I wanted to give my friends a gift, so I had my hand sculpted into a bottle that was all black and customized with Only the Brave. It was such a success and everybody liked it so much that we decided this bottle should be distributed worldwide. I have these tattoos on my hand as well. So I thought I could do something out of this. Then I met Mr Cartoon who I found to be very much like me--he has a sense of honor and creativity, and he's crazy. He designed the bottle and the logotype. After that, I asked L'Oréal to make a new perfume and translate my new rock 'n' roll attitude, my mentality, my passion, my positive energy into a perfume.[...]Beyond the bottle design and logo, Cartoon's work is also featured in promotions for Only the Brave Tattoo, like this video below, directed by Estevan Oriol. It follows the tattooist around LA, from the streets where he grew up to the studio where he tattoos celebrities today, and in the film, he talks about melding his street art aesthetic with a luxury product.
A host of other creatives, including NY tattooist Michelle Myles, form Diesel's tattoo gallery collage, highlighting the diversity among tattoo lovers and their stories. Even more tattoo stories can be found on an accompanying blog by Anna Mazas, who wrote and curated the awesome "Life Under My Skin."
Indeed, there are many layers to this campaign. It reflects, in some way, how tattooing and our community are being considered seriously by luxury brands -- artistically but also as a market for their goods. It wasn't that long ago when I was being followed around Fifth Avenue stores because I fit the shoplifter profile. Today, I'm one of the faces for a fancy fragrance. And that does feel pretty sexy.
This video was made to sell beer. But it also has a little message about discriminating against big scary tattooed men.
Many thanks to the fabulous Stephanie D. for the link!
For an inside look into Troy Denning's Invisible NYC tattoo studio & art gallery, check this video above directed by Kellen Dengler for the Singularities project. Singularities is an initiative by menswear line 3sixteen to highlight creative people in various industries (and subtly help promote their jeans). Featuring a long-time tattooist with a successful shop and strong crew does indeed make a good story. Beautifully shot, the video zooms in on the tattoo process between clips of the artists discussing their views on the craft--without one word on the brand.
Co-owner of 3sixteen Andrew Chen, who has gotten most of his own tattoo work at Invisible, says of the project:
We're hoping that the videos serve as a way to inspire and push others to pursue their creative passions at a higher level, as these people have all influenced us as designers greatly. The most interesting part of the Singularities project is that we're going to take submissions from anyone who is working on a project of their own; and we'll choose one to film with for a day, free of charge. If they live outside of NYC, we'll fly over to them. The point is to help bring some well deserved recognition to an under-the-radar creative.Details on how to submit your own story are here. And check more top tattoo work of Invisible's artists here.
The guys from Miami Ink are doing some heavy marketing for their Ruthless & Toothless kiddie line of apparel, skate decks, sketch pads and other gift items for the holidays. In conjunction with video promos and free tattoo contests on their YouTube channel, they have posted a number of drawing and painting tutorials by Chris Garver including the one above. It's an interesting look into the design process and worth checking out. There's also an adorable video of a four-year-old girl teaching Garver how to draw "Princess Pinky Purple Blue" -- using a WACOM Tablet and Photoshop no less.
So the artsy cuteness of it all did in fact bring me to the Ruthless & Toothless online shop [the power of marketing!], but when I got there, most of the merch was out of stock and wouldn't be available for six weeks [the fail of production!]. I'll still take the free lessons.