Balenciaga: Interview with Edoardo Tocco
The problem
Balenciaga APAC needed an intimate executive interview for internal and press use. High-end fashion, tight schedule, no room for reshoots.
What we did
Two days with Edoardo Tocco, President for Asia Pacific. Small crew, natural light, let the conversation breathe. No teleprompter, no scripted answers.
Scope
Creative direction, cinematography, editing, color grade
Result
Used across APAC internal comms and press materials. Still in rotation two years later.
Sometimes the best thing you can do on a fashion shoot is get out of the way.
Edoardo Tocco runs Balenciaga’s entire Asia Pacific operation. When the APAC team asked us to produce an executive interview, the brief was deceptively simple: make it feel real.
That’s harder than it sounds. Most corporate videos look like hostage tapes. The exec reads off a teleprompter, the lighting is flat, and the whole thing screams “the comms team made me do this.” We wanted the opposite.
Two cameras. Natural window light. No script. We spent the first morning just talking, not filming. By the time we rolled, Edoardo had forgotten we were there. That’s when you get the real stuff: the pauses, the half-smiles, the moments where someone says something they actually mean.
The cut is tight. No B-roll montages of people walking through hallways. Just him, talking about what he actually cares about. The APAC team used it for internal comms, press kits, and executive onboarding. Two years later, it’s still in rotation.
The tech was minimal. The decisions were everything.
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