“Gucci and Beyond” by Glen Luchford for Gucci
The film fits Gucci’s retro style and evidences that humour can work as a strong marketing tool for luxury brands. I think it is interesting that a brand like Gucci takes on film culture; it is a way of connecting to consumers and making their consumers feel like they understand them in a different way to their norm by using 1960s science fiction films like “Star Trek” and “Creature of the Black Lagoon,”.
“Want It All” by F. Gary Gray for Nike
I like this film because it uses immersive film tools such as showing the entire film in one continuously moving shot, which seamlessly moves between the present and future. The fast-paced film squeezes the trials and errors of the boy’s journey to success which symbolises Nike’s core values around determination, confidence and perseverance.
“Movement: W-Base” by Sandra Winther for i-D x New Balance
I like how this is shown as a documentary-style film. Presented is a Tokyo-based bike crew and they are followed as they defy the expectations of Japanese culture and explore the country by BMX. I find it really interesting how you can uncover subcultures through film.
“Hourglass – Past” by Daniel Arsham for adidas Originals
This film features Arsham as a child, in the present day and as an older man and shows him reflecting on his memories of being caught in a hurricane as a child. The significance of the event on his work as an artist is conveyed as he creates exhibitions composed of elements of his childhood. The film balances and flickers between the suspense of an approaching storm with moments of contemplation. This really draws in the viewer and forces them to question the nature of time. I like the intimacy of dialogue and environmental settings.
“Practice” by Harley Weir for Grace Wales Bonner
This film expresses a powerful exploration of movement and sound and shows how the contrast in music enhances the power of music in defining moods and atmospheres and feelings. The move between reality and fantasy is really intriguing.