This short fashion clip was created by 9 students from the Royal College of Arts aiming to campaign their newest shoe line. It gave off a very new-age vibe, and a hypnotic one at that, with the inclusion of images of cosmic occurrences and radio noise. Perhaps this was done to convey the aesthetics of the brand itself, something that is eccentric and even futuristic.
What I found most brilliant about this film was how the shoes were marketed and presented in such a tasteful, tongue-in-cheek way - the futuristic design of the shoes were put up-front and integrated seamlessly with the setting and ambience of the set, music and the metallic make-up of the models.It also plays around very well with subtle yet powerful movements created by the models and the interesting diverse textures provided by the different garments that were utilized in the clip. Everything in harmony, really brought out the details and value of the shoes themselves. The colourful lighting of the film was also done very well, as each opposing colour hit the models' skin in beautiful harmony. Additionally, there was a static pause and break in scene towards the end of the film, that eventually served as the introduction of a more high-pitched music and a more abstract and hypnotic setting. The high-pitchness of the scene and the static breaks and fast-forwarded replays actually reminded of Pipilotti Risti's "I'm Not The Girl Who Misses Much" and allowed me to draw connections between this digital video meant for mass consumption, into the art world as well. Perhaps popular culture does have a large, albeit undermined, influence in modern art after-all.
What I found most brilliant about this film was how the shoes were marketed and presented in such a tasteful, tongue-in-cheek way - the futuristic design of the shoes were put up-front and integrated seamlessly with the setting and ambience of the set, music and the metallic make-up of the models.It also plays around very well with subtle yet powerful movements created by the models and the interesting diverse textures provided by the different garments that were utilized in the clip. Everything in harmony, really brought out the details and value of the shoes themselves. The colourful lighting of the film was also done very well, as each opposing colour hit the models' skin in beautiful harmony. Additionally, there was a static pause and break in scene towards the end of the film, that eventually served as the introduction of a more high-pitched music and a more abstract and hypnotic setting. The high-pitchness of the scene and the static breaks and fast-forwarded replays actually reminded of Pipilotti Risti's "I'm Not The Girl Who Misses Much" and allowed me to draw connections between this digital video meant for mass consumption, into the art world as well. Perhaps popular culture does have a large, albeit undermined, influence in modern art after-all.
No comments:
Post a Comment