Ralph Lauren was founded in 1967 and has since become a multibillion-dollar enterprise. For a major product launch, they would normally host an extravagant IRL event, but in June of 2021, Covid-19 policy forbade such gatherings. So, for the launch of their first new fragrance line since 2003, Ralph Lauren decided to host a virtual broadcast that reflected the elegance of their brand, and that’s where we came in.
Partnering with Shiraz Creative, CMYK led the production of the hour-long virtual event from a remote broadcast control room we built on-site at the swanky restaurant that Shiraz had transformed into “Ralph’s Club.”
We captured the event using six cameras, two for each of the three segments and their separate sets. We broadcast the event in black and white with cinematic lighting to match the aesthetic of the marketing campaign.
The event kicked off with opening remarks from L’Oréal’s Global President for Ralph Lauren Fragrances, followed by a cocktail-mixing demonstration by lifestyle brand-owner & influencer Fai Khadra. The final segment featured a panel discussion and live Q&A with brand ambassadors Gigi Hadid, Luka Sabbat, Lucky Blue Smith, and Fai, and was moderated by Elaine Welteroth (Editor in Chief, Conde Nast).
CMYK also captured a music video of Grammy-winning recording artist Prince Charles performing an original song he produced exclusively for the launch. The video above combines clips from that shoot with footage taken from the broadcast itself.
With a remote broadcast studio, six cameras, three separate sets, celebrity talent, and a host of other technical and logistical challenges, The Ralphs Club launch was a highly complex and unprecedented undertaking for the Ralph Lauren brand that was flawlessly executed by the CMYK and Shiraz Creative teams.