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With wonderfully dark imagery, Swedish Director Christian Larson and DOP Erik Sohlstrom realized the new fashion film 'Burning Desire' for MERCEDES BENZ. Fire as a metaphor for desire plays a major role. And in the middle of it all: Eliot Sumner, English musician and the daughter of Sting, German model Lucie Von Alten and, of course, the main protagonist: the new CLA.
The campaign and film were shot on location in an old steel warehouse in Bucharest, Romania. The agency was Antoni Berlin with Creative Directors Tilman Gossner and Marcell Franke plus AD Mathias Wilke. The raw environment was apt for Director Christian Larson to capture the spirit of the CLA. A true visionary, Larson has worked with many of the world’s most innovative artists, including Lady Gaga, Beyoncé, Jay-Z and Kylie Minogue. For Larson, the project started with the idea of creative destruction: “I think that there is a beauty in destruction, and in this case, I felt fire, and burning things, could look very beautiful. Fire is always something that brings people together – the storyline of the two girls meeting is about them being intrigued by the fire – and it also suggests the idea of “playing with fire”. I wanted to play with emotions, objects, elegance, rebelliousness in some kind of virtual dystopian world.”
For the shoot, Larson was inspired by the music of Eliot Sumner: “When I develop ideas for films, I hear a lot of music to put myself in the right mood. It's almost like a soundtrack which underscores the creative process. For this project, I listened to lots of music from Eliot Sumner; that gave me deeper insight into her personality, and it helped me feel the mood which she creates with her music.”
The two models are dressed in wonderfully dark fashion from designer David Koma. Lucie Von Alten, who has been the face of campaigns for Marc Jacobs and has appeared in international magazines including ELLE and Grazia, on the shoot: “I am really excited to be a part of this campaign; it is a great opportunity to work with David Koma and with Christian. It is a campaign for cars but I feel like fashion, and especially Mercedes-Benz, work really well together.”
“Empowerment” is London-based designer David Koma's forte, who creates body-contouring silhouettes, a quality he also brings to Mugler as its CD. Koma dressed Von Alten in one of the rigorously defined looks from his own collection, shown during London Fashion Week and created a bespoke look for Sumner. “This is the first campaign that I’ve worked on that is not tied to my own brand or Mugler.”
“This season, we wanted to challenge the traditional concept of campaign imagery as we wanted to personify the rebellious nature of the CLA promoting confidence and individuality. The Spring/Summer 2017 Mercedes-Benz Fashion Campaign pushes boundaries and challenges the norm through its creative concept and dynamic cast as well as appealing to a contemporary audience, highlighting the progressive nature of the brand,” says Michael Bock, Director of Sport & Lifestyle Marketing at Mercedes-Benz.
The film was produced by Anorak. Post production including 3D effects was in the hands of Swiss, and Slaughterhouse Berlin took care of online post production. And the must-see making-of clip is on YOUTUBE.
We had a chat with CD Tilman Grosser from ANTONI about the campaign and wanted to know where the dark imagery – compared to the previous key visuals for the Fashion Week – comes from and whether it's easy to convince classic clients to try out new ideas. “The target group of the campaign is very progressive, and the Fashion Week audience knows its trends very well. It's all about taking it to the limit with the client. We wanted to be at the head of the pack in this fashion segment with our imagery. We were able to put more creative energy into this new campaign and had more time to brainstorm for ideas.”
How did you put the team together when it came to realizing of the ideas? “Christian Larson is an exciting director and former student of Jonas Akerlund. He photographed the motifs and even edited the film himself. It is important for us as creatives to pick up important trends and ideas. Christian knows how the international fashion scene works and recommended David Koma as an upcoming designer who was perfect for the campaign.”
And can you tell us something about how you chose the two women? “A sexy woman in front of a car is, of course, classic. If we decided to put a a man in front of the car instead, it would have been the complete opposite but not exactly innovative. So we chose two very different women, whose sparking attraction becomes apparent at second glance. Only Fashion insiders know that the two models are a couple. And we found it particularly great that Mercedes was open to the idea without making a big deal about it.”
You filmed in Bucharest? “In such an elaborate production, it is naturally important to keep an eye on the budget. We wanted to take the visual experiment as far as it could go, and Bucharest had the best conditions to do so. It really only took us one night to shoot the photos and the film. And the two women were as professional as before and in a good mood even at dawn after a long night of filming. The film shoot was a lot of fun for everyone involved.”
Tilman Gossner is an expert when it comes to automotive productions. His work has received both Gold and Silver at Cannes Lions as well as several prizes from ADC, Lead Awards, One Show, D&AD, LIAA, Clio, NY Festival, AME Award etc.. We are delighted to count the top creative among the jurors or our GoSeeAWARDS and look forward to welcoming him at www.up-date.ws on 30 September in Berlin.
15.06.2016 // show complete article
On October 22nd, 2015, luxury label Fendi´s new headquarters at Palazzo della Civiltà was inaugurated with a light show by Italian artist Mario Nanni. Karl Lagerfeld, Bernard Arnault, Minister Maria Elena Boschi, Antonio Belloni, or also Pietro Beccari – 200 guests from all over the world traveled to Rome to attend the opening ceremony of the impressive building in the presence of the five legendary Fendi sisters, the FENDI5.
Fendi CEO Pietro Beccari hosted the guests who were surprised with a spectacular light installation by Italian artist Mario Nanni as well as a noticeable drop in temperature. Dinner was served on the roof of the Palazzo della Civiltà on which a “a gigantic transparent text” – as V.Communications tells GoSee – was constructed.
Orange dahlias and asters in silver vases in candle light provided the perfect decor. The food was fashionably light and low-calorie – Ruinart champagne was served together with tuna sashimi, seafood and selected forest berries. After the main course, it was back to Paris for Karl Lagerfeld and Bernard Arnault, while the international guests and the 5 Fendi sisters celebrated the rest of the evening.
The evening was also the opening of the exhibition Una Nuova Roma L'Eur e il Palazzo della Civiltà Italiana. The first story of the Palazzos will be permanently open for the public as an exhibition space. We have photos from the evening for you on GoSee!
About - Fendi is an Italian luxury fashion house whose specialties include fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Founded in 1925 in Rome, Fendi is renowned for its exquisite creations on fur and fur accessories. Fendi is also well known for its leather goods such as "Baguette", 2jours, Peekaboo or Pequin handbags. The house of Fendi was launched in 1925 by Edoardo and Adele Fendi, as a fur and leather shop in Via del Plebiscito, Rome. Since 1946, the five sisters of second generation (Paola, Anna, Franca, Carla & Alda) started entering the company. Karl Lagerfeld joined Fendi in 1965 and became the Creative Director for Fur and also for Women Ready-to-Wear (launched in 1977). Silvia Venturini Fendi, daughter of Anna, joined in 1994 and is the Creative Director for accessories and men's lines. Since 2001, Fendi becomes a multinational luxury fashion brand and member of LVMH group.
23.10.2015 // show complete article
PULL&BEAR presents with its Black Label line a new capsule collection for Fall/Winter 2015: modern, clever, and clean with custom fits, high-quality materials, and a slick urban look. For the collection motifs, the fashion label casted British beau Isaac Carew, who was photographed in London by Andreas LARSSON c/o ADAMSKY. The outfits, which walk the thin line between chic and casual, were put together by stylist Alberto Murtra with grooming by María Martínez. We have the results plus the matching video by Director Liam Gleeson here on GoSee.
About - Pull&Bear started up in 1991 with a clear international mission and with the intention of dressing young people who are engaged with their environment, who live in the community and relate to each other. Young people who have a casual dress sense, who shun stereotypes and who want to feel good in whatever they are wearing. To meet their needs, Pull&Bear takes the latest international trends, mixing them with the influences that are seen on the street and in the most fashionable clubs, and reworks them according to their style thus turning them into comfortable and easy to wear garments, always at the best prices. pullandbear.com
18.08.2015 // show complete article