TV PROJECT CASE STUDY

Oscar de la Renta Billboards in Rome

The design opportunity was to create fashion billboard campaign for an episode of Gossip Girl being filmed on location in Rome based on the proportional requirements of each real-world location.

BILLBOARD LOOK 1 - FENDI SUITES

BILLBOARD LOOK 2 - SPANISH STEPS

BILLBOARD LOOK 3 - PANTHEON

BILLBOARD LOOK 4 - CIAMPINI

RESEARCH + DESIGN PROCESS

After the concepts were approved but before anything went to VFX, I built location mockups of how the billboards would appear by using Google Earth, production scout photos, and my own references create an accurate depiction.

BILLBOARD LOCATIONS ON GOOGLE EARTH

Location Mockups - Exterior Views

BILLBOARD LOOK 1 - FENDI SUITE VIEWS

The Fendi Suites had a window with a view to the building across the street where an actual billboard was located. Based on these proportions the composition and scale of the billboard could be finalized.

AUTHENTICITY TO DETAIL

Rome billboards are printed on translucent mesh scrims that light passes through revealing the façade underneath. I incorporated that detail into the comps so the ads weren't opaque.

Mockup of Billboard Look 3 at the Pantheon

A REAL PHOTOSHOOT FOR A FICTIONAL MOMENT

Gossip Girl's costume designer Eric Daman staged a full scale photo shoot with photographer Brett Warren to assure the wardrobe, lighting, and brand tone would accurately reflect the standards Oscar de la Renta branding.

@OscardelaRenta's post on Instagram

Behind the scenes during the photo shoot

Integration Into the Final Edit

After approvals, the graphics went to the VFX team who tracked the artwork into the live-action footage so it appears naturally in camera moves and reflects with atmospheric ambience. In the final cut, these ads feel like they were really hanging in Rome and convey the emotional tone of each scene.

GOSSIP GIRL

HBO MAX - 2022

Showrunner Josh Safran

Costume Designer Eric Daman

Photographer Brett Warren

Executive Producer Billy Redner

Post Production Supervisor Randy Kruger