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Editor's pick film

Baz Luhrmann creates cinematic love story for Erdem x H&M

Behind-the-scenes on the Baz Luhrmann film for Erdem x H&M
Behind-the-scenes on the Baz Luhrmann film for Erdem x H&M

Baz Luhrmann has created a short film for the launch of the Erdem x H&M collection, called “The Secret Life of Flowers”.

The visionary filmmaker, known for films including Moulin Rouge and The Great Gatsby, as well as big budget ads for Chanel No.5, brings his usual cinematic and passionate style to the four-minute spot.

Set on a country estate that is always in spring bloom – as inspired by the Erdem brand – it tells the tale of a love triangle between upcoming actors Tom Rhys Harries, Hero Fiennes Tiffin, and Ruby Dagnall.

The idea was to present it as a “poetic trailer of a movie that will never be made”, said Luhrmann. “I wanted the film to be like a whole movie. It’s a very modern love story, set in a country house that is full of its own secrets and it’s like a metaphor for our times – it’s harsh out there in the world, but in here, the things that really matter keep growing in an eternal spring.”

At the LA launch, he added: “We had to come up with a narrative, a story, that had to grow from the clothes. Erdem had already made the clothes. They were the script,” he said. “That was the challenge. We’d never done anything like that before. So together we collaborated and made this world and this little story.”

Further featured stars including actress Dame Harriet Walter, who plays a matriarchal, Miss Havisham-like role, and models Saskia de Brauw, Imaan Hammam, Grace Hartzel, Fernando Cabral, Neels Visser and Tony Ward.

The film also debuts an exclusive new track by Years & Years, called Hypnotised. It will launch worldwide across social media, TV, YouTube and cinema. The Erdem x H&M collection will be available in selected H&M stores, as well as on HM.com, from November 2. There is also a making-of film below.

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Editor's pick film

Storytelling reaches new heights for Burberry’s festive campaign

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry

Burberry has released a cinematic trailer for its holiday campaign – a three-minute film that reimagines key events in its history and leaves us wanting more.

The Tale of Thomas Burberry, as it’s called, taps into the heritage of the brand and its founder, nodding towards the technical capability of the gabardine fabric he develops as well as a fictional love story underpinning the building of his company.

The result: a solid piece of storytelling that does indeed leave the viewer wanting to watch the full-length version of the film. We might know about the resulting success of the brand, but what about the personal life of Burberry himself? Beyond being an inventor, what were his relationships with the explorers and soldiers he outfitted? Did he really fall for another woman after he was married? And what about those thought of his father in his head? It has all the markings of something ready for the big screen.

Written by Matt Charman and directed by Asif Kapadia, the film sees Domhnall Gleeson playing Burberry, with Sienna Miller as his fictional first love. There’s also Dominic West playing Sir Ernest Shackleton, the pioneering polar explorer who wore Burberry gabardine for three Antarctic expeditions. And Lily James as pilot Betty Dawson, a fictionalised character inspired by the real life achievements of Betty Kirby-Green, who broke the world record in 1937 for a return flight from England to Cape Town in an airplane named “The Burberry”, dressed in Burberry.

The real life moments in the film include Burberry’s invention of the weatherproof fabric gabardine, dressing the military, and outfitting polar explorers and pilots.

“This Christmas, as we celebrate our 160th anniversary we wanted to tell the story of Thomas Burberry – pioneer, inventor, innovator, and the man behind the iconic trench coat – in our own words. The film we have made is a brief glimpse inspired by his full and extraordinary life, which threaded its way through the history of the twentieth century in all its tumultuous highs and lows… We feel very proud to be sharing The Tale of Thomas Burberry this Christmas – his spirit and his vision are still at the heart of everything we do at Burberry today,” said Christopher Bailey, Burberry’s chief creative and chief executive officer.

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry

Kapadia added: “The aim was to make a trailer for a film that we haven’t actually made. So to bring together all these epic moments of life, death, birth, love and relationships, and to go through time and to have various characters that would appear and reappear – it was about finding these epic movie moments that would then make the trailer.”

The film was shot primarily at Shirburn Castle in Oxfordshire. They team even created replica gabardine tents, made at Burberry’s Castleford factory in Yorkshire, for the exploration scenes.

Shorter edits of the film will appear across Burberry’s social platforms, as well as across digital and cinema advertising. There will also be stills of the cast members and key moments from the film used in print and out-of-home ads.

The Tale of Thomas Burberry holiday campaign
The Tale of Thomas Burberry
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Louis Vuitton invites viewers on a journey through the Louvre in debut TV ad

 

Louis Vuitton headed to the Louvre in Paris to film its first ever television ad, L’Invitation au Voyage.

Directed by photography duo, Inez Van Lamsweerde and Vinoodh Matadin, the cinematic spot sees model Arizona Muse discreetly working her way through different rooms in the museum, surrounded by its famous paintings including the Mona Lisa. With a key spotted around her neck from the beginning, her quest is to unlock a secret that’s been hidden inside a legendary LV travel trunk for more than 150 years.

“For centuries, the most wonderful intrigues have been woven in the Louvre, a haven of culture and history. An intrepid young woman enters this universal temple and unwinds the skein of time,” reads the write-up.

A hot-air balloon whisks her away above the Cour Carrée (the courtyard of the museum) with the letter containing the secret in her hand, all the while the man that’s been following her throughout looks on from the ground.

The film launched exclusively on Facebook yesterday, before appearing on TV screens worldwide last night. The multimedia campaign will also comprise print and digital ads, and appear in cinemas from next week. A longer two-and-a-half-minute director’s cut of the film is shown on the Louis Vuitton website.