Interractive, shoppable, danced - Mine

"Mine" is a short movie by Nowness presenting  a spring/summer fashion selection in a beautiful interrractive way. The filmmakers from Tell No One worked together with the dancers from London's Sadler's Wells Theater to create this short meeting between moviemaking, fashion and dance. Nice tech-perks are included, such as motion touch and shopping options.



The full interractive version is on nowness.com.

Virgin America Safety Dance

Do you ever watch the safety instructions while the plane is preparing for take off? Come on, be honest, it's no. Well, this one will make you do so.
The Virgin produced Virgin America Safety Video is a bit long but if these 5 minutes were what happens every time before Virgin America flight, I would want a seat in the first rows.



Special thanks to my dancing friend Victoria for showing me this.

The Saint Laurent Ballerina shoe collection Dance Video

YSL didn't take my breath away with stunning video content. Till now. Their official YouTube channel, started about an year ago, made out of the Saint Laurent brand a late follower rather than an active figure compared to the efforts of other big names in fashion in that field of communication. But with the latest piece of content Saint Laurent, with Hedi Slimane at the head, is on the right track.



Slimane's first film for Saint Laurent presents the designer's new Ballerina shoe collection in the most appropriate way - with ballet-like dance. Good concept with lots of contextual messages - the timeless black-and-white, the leather and flannel shirt reminiscent the YSL fall-winter 2013 collection, the soundtrack. It would be close to perfect if it wasn't for the doubtful ballet dance skills of starring Lida Fox. Although her performance may make her look a good dancer amongst models, I wish I saw a real ballerina at her place, one who would make this performance less... dull.

One tango on wheels, by Louis Vuitton

To celebrate Zephyr, the new 4-wheel suitcase in their product line, at Louis Vuitton have chosen to present the art de voyager this time through a dance performance at the airport.



While watching those beautifully dynamic moves, the key features of the suitcase are almost imperceptibly introduced to the viewer. That's smart.

But what is more important goes beyond the product in question. Once I saw it, it immediately stuck on my mind as a captivating tango dance metaphor of the modern hustle of travelling, yet in the most sophisticated and passionate way possible. That is the continuous Louis Vuitton tale, or in this case better call it dance, for the art de voyager. This is why I like it.

The dream of Matthew Williamson for his 15th birthday

The British designer celebrates fifteen years in fashion with a short movie that tells the dream of 15-year-old Matthew, a magic story that ends suddenly when he wakes up.
But to me it looks like in real world the dream of Matthew Williamson actually came true, and celebrating 15 years from the start of his career with a short like this one prooves that.



The video itself is a result of the work of a dream team too:
Starring: Siena Miller, Poppy Delevingne and Andrea Riseborough and eight ballerinas from the Royal Ballet
Choreography: Wayne McGregor
Directed by: Tell No One

Thanks to my friend Zlatina for sharing this piece of content with me.

Don't imitate... originate / "Like Mike"

Here is something witty and beautiful. "Like Mike" - a short movie by the very talented dancer, choreographer and lately a director, Daniel Cloud Campos. I just love the way the message gets through. I have nothing more to say, so just watch it:

Enchanted forest - fairytale by... FedEx

Nowadays in advertising content is king, we all know that. So good storytelling is more than welcomed. And 'fairytelling' too.
Here an example: FedEx introduces its sustainability solutions with a fairytale-like cute ad.
It's a story about a shipping giant that befriends a forest...

What is Luck? Martini answers in its new commercial

Going through the newest and most interesting examples of content in advertising for the last week, I just can't skip this 2 minutes black&white retro ad by Martini, part of their 'Luck is an Attitude' campaign.
Nice execution with a little twist in the end of the story; for me that makes the last 15 seconds the best part.

The Art of Parkour and the mastery of RedBull in branded content

The last parkour video for RedBull (Turkey) is everything that makes a piece of branded content amazing: the master performance of Ryan Doyle, his philosophy of parkour as art expression, the great cinematographic work and the cultural context of Mardin, Turkey.

All that makes the video absolutely beautiful and, last but not least, makes me smile surprised and say "wow" when pigeons do back-flips with Ryan!

Gulp. Nokia returns, with the world's largest stop motion animation

Just when everybody were thinking (not without a reason) that Nokia is dramatically left behind its competitors, we see Gulp. The world's largest stop-motion animation (confirmed by Guinness records) and it's done with the Nokia N8 camera.

After I saw it, I can't think about anything but positive comments:
using the stop-motion animation art form to promote the phone camera features - nice;
breaking a Guinness record with it - even nicer;
plus, it's summer time, everybody think about sand and sea so watching the animation definitely makes us smile - here's a nice seasonal effect.

And finally, my personal association about the fisherman character - reminds me of the adventures of Pinocchio and Geppetto in the whale. Nice!



So, obviously Nokia is coming back and they chose the right partners for their communication (Gulp is a short film created by Sumo Science and Aardman).

Dip Desperado: an epic story by Doritos

The new Doritos ad in UK looks more like a short movie than like an ad and people love it.

Check out the story of Esteban Ortega told in 2 minutes:



You liked it and wanna try if you have Esteban's skills? Try the Facebook game following the link here (it didn't work out for me being outside UK but it should, so you can still give it a try wherever you are but be prepared to get an Error screen as well).

The game is available also as an app for iphone and android mobiles.

Mercedes-Benz shows the new M-class in a witty short movie

Mercedes-Benz's communication is becoming more interesting lately. Here's the latest short movie promoting the new M-class:



The lesson: never use the same packaging for all the presents... or start saving money to face the challenge with a M-class.

Dirt Devil or what happens if you use tons of creativity in advertising a vacuum cleaner

Who says that a vacuum cleaner is not exciting product? Here how this one made the difference:

Dirt Devil-The Exorcist from MrPrice2U on Vimeo.

The new movie by Karl Lagerfeld: does this tale really feel like chanel?

A week ago appeared a short movie by Karl Lagerfeld that promotes the Chanel Cruise collection 2012.

As much as I admire and respect the artistic genius of Mr. Lagerfeld, I really don't have the Chanel feeling when watching this movie... Bored hysterical and perverted rich ladies that are so lonely and miserable - is that the Chanel world? Even with all the beauty and the fairytale, I am not convinced. It's just not my idea of this brand but, of course, I might be wrong.

Here's the movie, watch it and if you love it and think it represents what Chanel is about, let me know or even try to make me like it as well.

The Tale Of A Fairy - FULL VERSION HD - English Version from germaine dulac on Vimeo.

The music box, by Daniel Cloud Campos

It's time to go back to the genius art called dance in its pure manifestation - no commercial purpose, no brand or advertising campaign behind it.

Here is a short movie by one of the best dancers worldwide nowadays - Daniel Cloud Campos. But be careful, "only those who listen can hear"... Check it out by yourself:

Logorama - an Academy award for the World of brands

These days I was shown a short movie with Academy award 2010 in Animated short movie category. It was shown for the first time at Cannes Film Festival 2009 and opened the Sundance Film Festival 2010. Yes, I'm talking about the Art of the short movies. Key word here is Art!

But... the creators use an interesting metaphor - a world of brands and logos.
It's absolutely fascinating to follow the movie and discover all the brands presented through their logos and to observe each brand role - who are the bad guys, who are the heroes, who are the victims?
The story is fun as well. Well, in the end the world of brands falls apart and the reason is that brands destroyed each other just like in an American action movie!

I mentioned already the metaphor of the world of brands, right? Or it's not a metaphor at all? As I said it's about Art here, so Brand managers shouldn't take it personal.

Just see Logorama, search for your Lovemarks inside and think about what you've seen in the end. Also think about is it better for your brand being there as the bad guy destroying the world, as the victim killed in one second or not being in Logorama at all?

Logorama from Marc Altshuler - Human Music on Vimeo.

New short movie for Dior: luxury fashion gets compassionate?

During the last two years luxury fashion brands like to create touching short movies aiming to strengthen the brands giving them emotional human aspect. That trend in the communication of luxury fashion brands is maybe related to their ambitions to conquer bigger market going a bit more mass market and leaving behind the glamorous image turned once only around rich and famous but still saving the magic and the dream behind the brand.

Is that assumption true?

Let's search for an answer in the latest short movie released on-line for Dior: