This post first appeared on WGSN.com/blogs
H&M is marking the launch of its Alexander Wang designer collaboration with the release of an interactive campaign film dedicated to the activewear-inspired line.
The two-minute spot opens on Wang himself setting the timer on what looks like a miniature fortress within a control centre. He places a flag on the top of the rotating stand before the camera spins to a futuristic-inspired locker room. Inside, football star Andy Carroll appears alongside models including Natasha Poly, Isabeli Fontana, Raquel Zimmermann and Joan Smalls, while a voiceover counts down to zero revving the contestants up for their challenges ahead.
Filmed in an underground theatre in Islington, London, the spot has the aesthetic of movie Divergent, with the narrative tied to something out of The Hunger Games. Each of the stars begin to prove their fighting spirit in a series of athletic moves – scaling walls like Parkour runners, back flipping like a gymnast, riding a wooden snowboard through a blizzard, whizzing away on a motorcycle, somersaulting through a brick wall and more.
“We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge,” said Wang.
Every now and again the camera switches to a first person perspective as though placing the viewer in the middle of an interactive video game. The real interaction however comes on the HM.com site, where individual looks in the video can be explored in more depth. A symbol hovers over certain frames in the film enabling the user to click for a close-up moving image of the model in question. Each time a new look appears on the screen, a small box bottom right also pops up from which a still of the model and details of the garments can be seen (as pictured below).
The video follows a presentation of the collection in New York last week that included a fully-fledged catwalk show complete with acrobatic performances.
The collection will be available on November 6, 2014.