The Assembly Rooms
Wed, 23 May 2018 10:21:40 GMT
Ruth Hegarty’s new edit for Chanel introduces the new No 5 L’Eau products in a chic and unexpected way.
This playful spot was shot uniquely for vertical viewing on your phone. It features dancer Fanny Sage, with music by Hip Hop artist Leikeli47.
The film sets the tone by opening on an inverted Chanel logo. It then reveals the lead protagonist in two different roles; a woman with a split personality dancing an intriguing duet. The two versions of herself represent the No 5 L’Eau cream and mist.
These two characters interact with each other playfully throughout the film. The rhythm of her movement appears different in each incarnation of herself, but they remain connected like a syncopated beat. Some gestures appear to mirror each other but their execution has a different energy, creating a hypnotic dialogue between the different facets of her personality. The overall feeling of the film is playful and expressive.
The film takes place in a white box that appears to subvert the laws of gravity. The camera angle remains static but gravity appears to changes, allowing our dancer to move along the floor, walls or ceiling of the box.
The graphic line which divides the box and separates the two characters is also changeable. At one moment the girls will dance in two separate parts of the box, in the next gravity has changed and they appears to be standing on the glass screen of your phone.
The film was shot in Paris. Most of the footage was shot with the camera resting on its side in order to capture the dancer in portrait format. The horizontal moments are intercut with the vertical throughout the film, creating unexpected moments in which the viewer has to turn their phone to keep up with the action.
After cutting the piece, Ruth Hegarty said: “I really enjoyed building relationships between the two characters. The possibilities were endless as we were working with different frames sizes and perspectives. It was about creating playful, expressive moments as well as showing the elegant movement. The contrast of rhythm and energy between the two dancers was key to the story."
Director: Jacob Sutton
Editor: Ruth Hegarty
Categories: Beauty & Health, Perfume and aftershaveThe Assembly Rooms, Wed, 23 May 2018 10:21:40 GMT