In early 2013, Guess was celebrating their annual Iberian convention (this time in Barcelona), and needed a professional convention video. Paul Marciano (one of Guess founders) was appointed to the meeting, so things required special dedication.
Guess had already featured convention videos before, but were not really happy with any of them. Can´t blame ´em, though: one I saw, as reference, reminded me of the typical early 80´s company success made-in-USA video, with pictures spin-flying in, nasty stats pies, people talking over desk phones, bizarre transitions and the same off-voice from Megastructures. I know it sounds somewhat interesting, but not for this ocassion, believe me.
We proposed something more playful, more personal. They liked the idea and started working right away.
I was in charge of editing the core of it: interviews. Toxic stuff, indeed. Gives me the bumps everytime I think of it… Interviews were grouped under three labels: Succesful People, A Lifestyle Brand, A Team with Values. So did some simple but appealing motion graphics + VFX for these capsules. Just Nuke for tracking and compositing, After Effects for final look&feel.
I wasn´t there, but legend says Paul Marciano jumped right off his chair when video was over, this close to drop some tears of joy… Truth is… this was a fine video we pulled, different from any other of its class and, above all, different from anything Guess saw before at any convention.
Clip featured on this post is just an excerpt of the full 13 min. video… I spared you some tedious Guess-is-my-life handbook employee speech…
You´re welcome.