Fri, 17 Jan 2014 10:18:28 GMT
Following the success of the ‘I Wish I’d Done That’ series, D&AD is launching a new set of films showing the work that the world’s top creative people wish they’d done.
First up, legendary photographer Rankin is in the hot seat, discussing a piece of work called ‘Fashion Film’ by Matthew Frost. 'Fashion Film' is a rich genre parody of the current crop of mid length fashion commercials, a relatively recent phenomenon that has become a common component of fashion campaigns.
'It's kind of a new medium.’ says Rankin. ‘It's sort of advertising, but longer format. There's this mid-range stuff that's very insipid and a little bit naff. Matthew Frost has done a script that takes the piss completely out of it. For a lot of people in fashion, it hit the nail on the head. It's very clever: all of the styling, the production design and the dialogue is so good, it’s so precise. Fashion needs a little bit of humour – it can take itself a little too seriously.'
The film offers an insight into Rankin's opinion of the fashion business, and his unique view on a new creative genre.
Bookending the film is a mesmerising animation by Factory Fifteen that takes you inside the iconic Yellow Pencil to reveal one layer portraying the rich world of advertising. Next up in the series will be Fernanda Romano, CCO & Partner, Naked.
Previously in the series, ad legend Dan Wieden discussed the Climate Name Change Campaign by 350Action, digital guru Iain Tait explained the genius behind the Philips Hue Lightbulb, and designer Jessica Walsh talked about her love of the Whitney branding by Experimental Jetset.
The films were developed by Wieden+Kennedy London in response to a brief to highlight the work and people behind the world’s most celebrated creative award.
The official entry deadline for this year’s Awards is Wednesday 29 January. A one-week extension will be made until Wednesday 5 February with a 20% surcharge, but after that D&AD will not be able to accept any more entries – strictly no further extensions. This reflects the processing time needed as the number of entries to the Awards continues to increase year on year.
• Creatives: Toby Treyer-Evans & Laurie Howell
• Creative Directors: Tim Vance & Paul Knott
• Executive Creative Director: Tony Davidson
• Agency producer: Andrew Shelton
• Accounts: Alex Rodgers & Sophie Moss
• Agency Editor: Ben Hutton
• Production Company: Nexus Productions
• Directors: Factory Fifteen
• Executive Producer: Julia Parfitt
• Producer: Nathalie Le Berre
• Sound Design: Echoic