kid's wear department presents Add Junior in motion. After Halloween but right on time for the Christmas Market - Add Park

A short film that clearly pushes the boundaries of the fashion video further promotes the Add Junior A/W 2012 collection. The paper art spot takes us to the magical world of the fair, to the Add Park.

For GoSee, Kid's wear Department sat down and had a chat with owner Maurizio Cittone about the connection between fashion and art:

Along with your collections you present beautiful artistic films. How did it come to that idea?
When we moved our first steps towards advertising we found ourselves naturally attracted by pictures that have a film 'regard'. Year after year we developed our catalogues and picture campaigns as they were made on a movie set. Soon after, making films became a natural consequence. We love the fact you call them artistic films - It means that beyond the business purpose we succeed in making something valuable.

We noticed that in the films we get to see shapes and moods, but no clothes... why did you go without?

Call it an artistic approach. How boring would it be to watch a catalogue in disguise inside a film. I don't like products made by moods and images only.
We are proud of our quality. And we show it in our catalogues, showrooms and shops.

On grounds of the film you seem very interested in the arts. Do you have a favorite artist?

Not one particularly. As a baby boomer my taste was formed by after war education and further personal choices. I have a pantheon filled with renaissance, pop music, XXth century arts literature and films, classicism. A mixed salad maybe made my by personal taste.

The film was produced by Add Manufacturer Comei & Co, rise:on war took care of the motion design. Last but not least, FixedForm realised the sound design. Click here for the making-of.


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