Stella Blu Textiles is a subsidiary denim mill of Prosperity Textiles, one of the leading denim mills in China. Under the design and product development leadership of Maurizio Marano, Stella Blu specialises on creating denim fabrics that embraces the brand's Italian roots, experimentation and new possibilities of yarns, techniques, dyes, and washes.
As Stella Blu continues to grow, they find the need to tell a story about the brand and the process to their clients in an eye-catching and engaging video series. The behind-the-scenes videos aim to capture and communicate Stella Blu's Italian heritage, its commitment to sustainability and product innovation.
INQOVA flew to Italy in 2018 to visit the birthplace of Stella Blu. We met with Maurizio Marano, the Creative Director, and Marco Stefanelli, the Head of Marketing and Sales, to travel and shoot around Venice and Padua. The video focuses on the Stella Blu garments, Italian architecture and nature, denim processes, and interviews with Stella Blu's key people.
We shot and produced a 4-video video series. The first video, Venice Adventures, shows Stella Blu fabrics in an environment where a lot of their fabric inspirations come from, the rich Italian nature and architecture influences.
Other than showing its Italian heritage, we also took the time to shoot an interview between Maurizio Marano and Marco Stefanelli where they talk in-depth the workshop in Italy and the R&D process and visit RGT, a laundry development house in Padua to see their denim laundry and laser techniques and facilities.
We shot these videos in a casual conversational vlogging style as as if the speaker is talking directly to the audience bringing a more friendly and enjoyable video to watch and listen.
Through an IGTV and YouTube video series, we worked with the team to showcase their laser laundry capacities and stories behind product advancements and garnered a total of 850 views on IGTV.
The core idea behind positioning Stella Blu as an indigo innovator was to highlight the possibilities that experimentation brings, and this was translated through moving visuals and stories. Enabling us to go beyond typical product features to convey Stella Blu’s youthfulness and expressiveness against the backdrop of its Italian craftsmanship roots.