Net-a-Porter | Mr.Porter

Challenges and objectives

The YOOX Net-a-Porter Group (YNP) has a very strong brand identity – one Nemorin has built on in various promotional projects over the years we’ve worked with them.

Their core business is as an e-tailer of other brands’ products, some of whom pay for extra promotion online. We have worked indirectly for many of those as well as for YNP themselves, meaning we have had to balance the YNP Group aesthetic with those of the brands paying for the video content to be hosted on the Mr Porter and Net-a-Porter websites. We needed to to achieve a premium look and feel and make the films highly shareable on social channels..

Nemorin’s solution and activation

For the indirect commissions, we made sure we understood the objectives of our client’s clients.

At the same time we had to give the whole series of films a feeling of continuity – a format YOOX Net-a-Porter could ‘own’ as a media owner in their own right.

For each commission we created a profile film focusing on a key character that fitted well with both the funding brand and YNP.

We travelled the world to make these films; some were shot on two days, some longer. Our crews ranged from five to 15 people. We’ve profiled Michelin-starred chefs, high-end stylists and successful entrepreneurs – authentic influencers with real stories to tell.

Each film was assigned the same director and often the same production team to retain that consistent look throughout.