Francisco Lachowski and Marlon Teixeira team up again for the A|X Armani Exchange 2011 campaigns, styled by Kate Lanphear and photographed by Matthew Scrivens. The campaigns also features Simon Nessman, Alejandra Alonso, Victoria Lee and Sara Sampaio.
The label created and launched in 1991 in the United States by Giorgio Armani is known for its provocative ad campaigns and popularity among young Hollywood pop culture.
The Armani Exchange line is young, fun, metropolitan and has strong style characteristics. The typical consumer, aged between 18 and 34, is exotic, loves music and has an insatiable thirst for style and fashion.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix.
The brand – positioned as the Armani Group entry point mixes in an unmistakable style, young and dynamic features with the power of the Armani name.
Armani Exchange designs, manufactures, distributes, and retails fashion and lifestyle products, including apparel, accessories, eyewear, watches, jewelry, and music. It is inspired by street-chic culture and fashionable dance music. Considered the most access
Below are the Armani Exchange campaign videos featuring Francisco Lachowski.