In this content-saturated world where the average Joe and Josephine are bombarded with countless bites of info, images and memes, a brand – and particularly a fashion brand – needs an innovative approach when it comes to finding the spotlight.
Enter the short Fashion Film; a beautifully directed, shot and scored few minutes of art, that tells a story rather than becoming white noise, evokes a mood, rather than pushing a product.
As the views on video-sharing sites such as YouTube continue to skyrocket it makes savvy
sense to harness the power of this medium when it comes to advertising. Whole careers can be hinged on one well-viewed video, just look at Justin Bieber.
Much like aspiring musicians
up-and-coming fashion designers and Luxury brands are using the power of the moving
image and social media to promote their wares.
However, not just any moving image, we’re
not talking your everyday punt-a-brand ad here, we’re talking a piece of film that engages and captivates the viewer on an emotional and viral level.
Increasingly, more international fashion brands are turning to narrative cinematic techniques when it comes to advertising, forgoing an agency in favour of a director and in so appealing to today’s more discerning customer.
Just look at examples such as Chanel’s release of Reincarnation, a short fashion film by Karl Lagerfeld ft. Pharrell Williams, Cara Delevingne and Géraldine Chaplin. This video has received over
4,085,325 views and is just shy of 2000 comments.
First Kiss, the video that was hitting up everyone’s social media feeds in 2014. The video created by Tatia Pilieva, for Wren’s 2014 fall collection shows a bunch of seemingly random strangers sharing
an awkward first kiss. It has reached viral status with over 110,958,921 views to date!
The Mercedes-Benz Bokeh South African International Fashion Film Festival soon to be
celebrating its third year is a platform that celebrates and rewards such an art form.
Founded by director
Adrian Lazarus, the festival aims to promote and reward young directors and
designers crafting in that magical space where fashion, film and advertising collide.
“I think that film has its place amongst all of the mediums that brands use. These days it’s
becoming mandatory for a brand to have a Fashion Film in its arsenal of communication
platforms,” says Lazarus.
With ‘Bespoke’ as the theme this year, and title sponsor Mercedes-Benz on board for the third
year running, aspiring filmmakers are invited to create a unique short film that conjures up
feelings of the bespoke nature of Mercedes-Benz vehicles.
This year’s festival is being held from the 21st to 23rd April in Cape Town (a world-class
destination when it comes to both fashion and film) in conjunction with The Cape Town
Fashion Council and Oude Meester,
and promises to be a stylish few days of screenings, workshops, awards shows and red carpet events, all aiming to promote and educate our young creatives as well as promote our top local brands.
For more visit www.bokehfestival.co.za
Source: Luxury Brands