For the fashion film, I went on a location hunt on the 25th of October. I went to Boscome looking for vintage shops and enclosed spaces as researched on the internet and informed by a friend. After walking into at least half a dozen of furniture and vintage shops, I entered into a book cafe called The Crooked Book. This place served perfectly to the feel I wanted to infuse into the set. The owners were very welcoming and ready to help me out.
As scheduled, the film was shot on the 31st. The photographer- Lauryn J. Anderson and I reached the location before hand to set up our equipment. As the model arrived, I styled him into the character that I had illustrated keeping in mind Comme Des Garçon’s identity. We began filming quickly, trying to make ourselves scarce in the open cafe. As suggested by a housemate, film student and dear friend- Allia Georges; I used three different motion techniques to get the shot.
Film-
CONCEPT
The idea of the promotional film is to infuse the feel of Comme Des Garçon’s discrete identity in the mind of the viewer by going back to finding its core purpose. The film is a study of CGD’s trickled down design aesthetic into the diffusion line. It captures the essence of the brand’s visual sets instore.
PLOT
The film begins with a black frame which is actually a zoomed into the PLAY t-shirt on the model. As the frame begins to zoom out slowly and steadily, firstly the model is revealed wearing the PLAY t-shirt. Further into the next frame, he is shown holding a heart shaped balloon with the eyes (the PLAY logo by Filip).
As the poetically sung french song ‘All the girls and boys’ progresses, the character is seen to be siting in an enclosed space filled with furniture and books completely unaware of his surroundings indulged into the music.
RELEASE
Time of the year: Spring/Summer 2019 campaign
Platforms: Screens at Dover Street Market, Guerrilla stores, Instagram, Website notifying subscribers and buyers through email2
Hashtags: #CommePlay #playwithme #Commeplaywithme #CDG
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