Hasta La Creative! Komal Bedi Sohal Copywriters Archives

Apr 30

Ace&Jig – Cancelled – (2015) 3:00 (USA)

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In Cancelled, a short film directed by Eva Michon for the fashion brand Ace&Jig, a young model arrives in L.A. to learn that the video she was supposed to shoot is not happening. So, she decides to spend some quality time…with herself.

Set to a Canadian pop singer Sean Nicholas Savage’s sparkling ballad Naturally, the video follows the young woman (played by performance artist Alexandra Marzella) as she relaxes at her hotel, visits Venice Beach and Griffith Park, and disregards a series of text messages from her friends.

“I liked the idea of ignoring the world and spending time with yourself,” says Michon, who is represented for advertising assignments in the U.S. by Accomplice Media.
Michon shot the film, with cinematographer Drew Bienemann, in a single day, working in a loose, improvisational manner. “Ally is very natural on camera,” says Michon of working with Marzella. “The whole experience was a lot of fun.”

Cancelled screened at the trendy boutique Mohawk General Store in Silver Lake, where Ace&Jig designers Cary Vaughan and Jenna Wilson introduced their fall line. It made its online debut on Style.com as part of its Video Fashion Week and has also been featured in New York Magazine’s In the Cut.

The video is Michon’s second for Ace&Jig. Her early video House Guest centers on a young woman who experiences a series of minor mishaps while housesitting for a friend.

Apr 30

Kay Jewelers – The Chase – (2015) :30 (USA)

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Mom chases her little boy through the house, at first glance it looks like they’re playing tag but then you’ll notice mom is carrying a small blue giftbox. The crafty little kid finds hiding spots and evades his mom, darting down a hallway but is scooped up in his dads arms and caught. That’s when we realize, he’s been running to avoid being showered in mom-kisses (EW! Mooom!), because he’s given Mom a necklace from Kay Jewelers.

“In the Kay campaign, when you give a gift, you’re going to get kissed. And little boys go through a stage where they think kissing is icky. We thought it’d be fun to play there,” says Bob Merlotti, creative director at Stern.

“We wanted the opening chase scenes to just be about the boy having fun running through the house as his mother playfully chases him – leaving viewers to wonder why she was wanting to catch him. The ‘chase’ builds anticipation and draws the audience into the storyline as it unfolds,” says Ackerman, who significantly crafted the story in the edit. “Keeping all the moments as real as possible helped make the spot fun and avoid clichés.”

“All three actors had a very spontaneous, ‘real’ quality and delivered natural performances.’ says Ackerman “I’ve done a fair amount of acting myself. Bringing that unique perspective to the editorial process helps me find those special moments in a performance.”

The agency also took advantage of the full range of The Colonie’s one-stop approach to postproduction and executive producer Mary Caddy’s skill at guiding projects from editorial through delivery.

“Complimenting our in-house services and amenities, we maintain strategic partnerships with top-caliber color grading, audio and music companies that enable us to take the reins of every phase postproduction,” says Caddy. “That seamless pipeline made working on the Kay Jewelers’ spot an efficient and stress free experience.”

Apr 29

Here's the Story Behind Those Idiotic 'Plastique' High-End Plastic Pants

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Maybe you saw the billboard, or the documentary about Frank La Rant, or the lookbook. If so, you were probably disappointed to learn that Plastique, the high-end plastic pants supposedly designed by La Rant, aren’t real. And that the whole thing was a spoof by Fruit of the Loom.

The spoof by Crispin Porter + Bogusky originally came from the brand’s TV ad in which Fruit of the Loom purportedly tested its boxer briefs by having people wear transparent plastic pants. (If anything would make underwear ride up, it would presumably be that.)

From there, CP+B launched a full-scale high-fashion parody—poking fun at underwear brands like H&M that pretend to be all glamorous in selling the most basic attire out there. The campaign included fashion ads, outdoor, digital, a web experience, social media accounts, and even men in Plastique parading around SoHo and Rodeo Drive.

“Throughout the campaign, Fruit of the Loom held the position that they didn’t really get how you could call plastic pants fashion,” the agency says. “But it was very clear that they were behind (and underneath) this entire story, giving this long time underwear maker the innovation and style cred they deserved.”

See more from the campaign below.

Apr 22

Taipei-Based Rules Creative Turns the Fitting Room into a Treadmill

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Fashion and fitness collide in a sense in a new campaign from Taipei-based agency Rules Creative for local clothing brand Earl Jean.

Rather than focus on the knitted denim jeans themselves, though, Rules Creative has some fun with the brand and some unsuspecting customers who just want to try its clothes on. As mentioned above, the agency transformed a fitting room floor at an Earl Jean store into a treadmill, testing shoppers’ balance while essentially forcing them to engage in some physical activity in the process.

Their surprised reactions are captured in the video above, which has garnered nearly a million views on the Earl Jean Taiwan fan page and its official YouTube channel.

So, why would Rules Creative subject random people to this mini-workout?

The purpose of the stunt is not only to address the fact that jeans aren’t seen as proper sportswear, but also to show that Earl Jean denim carries many of the same features such as traditional workout/sports gear such as moisture-wicking, flexibility, and breathability.

As the campaign slogan tells us, “It’s the jeans that people could wear for sports” — and the agency tells us that sales are up 30 percent, so someone is listening.

Apr 12

Levi's "Oakland skateboarding" (2015) 1:00 (USA)

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This isn’t just your usual branded content for cool fashion brand featuring skateboarders skating which we’ve seen a few times now. It’s more than that. See, Oakland high school teacher Keith “K-Dub” Williams partnered with levi’s Skateboarding to create a permanent skate park in west Oakland. All the skaters are local and legit, too.

Mar 20

Liv Tyler and Chloe Sevigny Get Poetic, 90s-Style, in a High Fashion Ad That Outdoes Itself

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The back-to-the-’90s trend collides with today’s hip fashion scene in “Legs Are Not Doors,” a short film by Harley Weir touting Proenza Schouler’s Spring 2015 collection.

Liv Tyler, Chloe Sevigny and a bunch of young models I’d never heard of before channel a Clinton-era artsy vibe as they wear cute clothes, giggle, drop egg-yolks onto python-print shoes and wax pseudo-poetic.

“I’ve always loved being a woman,” says Tyler. “I’ve never wanted to be a man. But I definitely think it has its challenges.” She’s very pregnant, so I guess she means business.

The clip embraces and transcends the cliches of the fashion genre with a retro tongue-in-cheekiness that elevates the proceedings to the level of self-conscious camp.

In other words… sweet heels!

(Via Paper)

Feb 09

Mikhail Baryshnikov Dances With Lil Buck in Masterfully Edited Fashion Ad From Rag & Bone

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Rag & Bone designers David Neville and Marcus Wainwright opted to eschew the usual runway show and instead showcase their fall 2015 collection with a short film. Why? Because “runway shows don’t resonate with the regular guy,” Wainwright told WWD.

They wanted to make something memorable, so they tapped Mikhail Baryshnikov, 67, and Lil Buck, 26, to model and dance in the ad, directed by Georgie Greville.

While the pairing itself is attention-grabbing, what makes this choice masterful is the way the film is edited. The duo’s movements are paused, repeated and slowed down, hitting the beats of Venetian Snares’ “Ongyilkos Vasarnap” in a way that beautifully highlights the brand’s specific design strengths.

Check out the three minute spot below.

Feb 06

Natalie Portman, a Runaway Bride, Gets a Helicopter Rescue in Miss Dior Ad

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In this attractive new Miss Dior ad, Natalie Portman outdoes Julia Roberts’ runaway bride by nabbing a helicopter after she ditches her groom at the altar. Portman’s escape, soundtracked by Janis Joplin’s epic “Piece of My Heart,” has the actress running barefoot and shedding her handmade gown.

Director Anton Corbijn, known for A Most Wanted Man, tells People magazine that his vision of Miss Dior was a feminist one.

“It’s interesting to see that these women are kind of worshiped by men, projecting what men want to see, and yet they say they are feminists,” he said. “For me it’s still coming from a man’s perspective. The great thing about Janis Joplin, for instance, is that the female perspective prevails.”

He notes that the team behind the spot was careful with the song choice. “It took a long time to find the music, and this choice seemed to fit perfectly from all angles, including the song’s meaning,” he says.

Now, back to the gown: It took 600 hours to make and consists of hundreds of hand-cut fabric flowers which were dyed into shades of pink and white to create an ombré effect.

Feb 03

Without Men, Women Would Be Uncivilized Pigs, Says Fashion Site's Shocking Ad (NSFW)

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Here’s one way to get attention with a gender-themed advertisement.

The fashion website Parisian Gentleman just unveiled its first commercial, and it has an unusual premise indeed: It posits that in a “world without gentlemen,” women would lose all refinement and act like uncivilized creeps—farting, puking and pissing their lives away in an death spiral of self-debasement.

But not in a bad way, says Parisian Gentleman! Indeed, the site claims the ad, from DLV BBDO in Milan, simply captures the “humor, courage and spirit” of its brand. The tagline at the end of the film explains the thinking more directly.

Whether you read it literally (men don’t exist in this fantasy world) or figuratively (they exist but aren’t “gentlemen”), the message seems to be that women rely on men to set the example—and would be lost without it. Or maybe it’s saying that without elegance, everyone just turns into a dude.

Have a look, and see what you think. The spot is NSFW because of brief nudity.

Jan 11

Joan Didion, 80, Is the Star Model in Fashion Brand Céline's New Campaign

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Lit nerds and fashionistas alike adore Joan Didion, so it only makes sense that French fashion brand Céline has anointed the 80-year-old author as its latest poster girl.

Donning her famous oversized sunglasses, Didion exudes cool, causing fashion magazines and bloggers to rejoice. She is certainly no Justin Bieber.

Didion is known for her sometimes reclusive nature, but lately she has been (and will be) a more accessible figure: Her nephew Griffin Dunne, star of Scorese’s After Hours among many other films, has made a documentary about her life.

Could this be the beginning of a Didion-aissance?

Aug 25

Gap's New Celebrity Ads Tell Us to 'Dress Normal.' What Does That Mean, Exactly?

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See this Gap ad with Anjelica Huston? How would you describe her look? Stylish? Sophisticated? Exceptional? Not according to Gap, which, as you can see, chooses a more unlikely word: Normal.

“Finding your own version of ‘Dress normal’ is an art,” Seth Farbman, Gap’s global chief marketing officer, says of the brand’s fall campaign from Wieden + Kennedy New York. “My normal is different from your normal, and that’s the essence of the campaign.”

That’s right, Gap is redefining the concept of normal from that of a collective norm to an individual belief. In other words, it now believes in normal relativism.

I can only imagine the undergraduate philosophy courses they had to take before one of the creatives looked up and said, “There is no true normal. Normal is whatever’s normal for you.” And somebody replied, “Dude, mind blown.”If you didn’t read the nice press release and just looked at the ads, you might say to yourself, “Wait, is Gap saying if I dress in other brands’ clothing, I’m going to look like a freak?” Well, yeah, they kind of are. Look at how normal and everyday these famous celebrities look in our clothes. They’re just so down to earth and self-possessed. Driving out to the desert to watch planes take off just like ordinary people. Don’t you want to be normal?

From the press release: “The campaign is rooted in the same core values the brand has unapologetically stood for over the past 45 years—individualism and the liberation that comes from confidently being your most authentic self.” So, apparently, normal now means liberating and individual.

I think they’re trying to say something even subtler: that selecting a wardrobe should bring you closer to an understanding of yourself. That when you pick out what you want to wear, you’re not just showing the world who you are, you’re crafting your own personal narrative that reassures and centers your notion of self—the normal you. And somehow, through buying shirts at Gap, you’ll eventually achieve self-actualization.

Again, the press release explains: ” ‘Dress Normal’ boldly instructs individuals to shape their own authentic, personal style—and intentionally challenges every one of us to dress for ourselves.”

By doing the exact opposite.

That’s deep. Let’s stare at these seagulls for a while and think about it.

Aug 25

Female CEOs Pose for Underwear Ads: A Step Forward or Back for Women in Tech?

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Is it controversial to be a CEO in your underwear?

Many brands have been changing the way they use models in their ads lately. Several have promised not to airbrush models, and one used only women with PhDs for a campaign.

Now, underwear brand Dear Kate—which has long used nontraditional models of all sizes for lookbooks and web images—is featuring prominent female tech-company founders and CEOs in their underwear for a new line called the Ada Collection (named for 19th century tech pioneer Ada Lovelace).

Critics say the campaign is a step back in the fight for women to be taken seriously, especially in a field known for being dominated by men. “Presenting yourself undressed has inherently sexual overtones, and undermines being seen as a serious technologist,” Elissa Shevinsky, CEO of Glimpse Labs, tells Time magazine.

But Dear Kate CEO Julie Sygiel says this isn’t your typical Victoria’s Secret spread. “I think a lot of traditional lingerie photo shoots depict women as simply standing there looking sexy. They’re not always in a position of power and control,” she says. “In our photo shoots it’s important to portray women who are active and ambitious. They’re not just standing around waiting for things to happen.”

Personally, I don’t think women CEOs posing in their underwear is something worth clutching our pearls over. The lookbook includes smart, successful women, and the variety (women of color! plus-sized women! thin women!) doesn’t feel like an afterthought. At the same time, the ads are certainly odd. Women coding together in their underwear? What? (The inspirational quotes on many of the images also make them way too busy.)

In the end, it misses the mark a bit, but points for doing something cool and different.

Jul 31

David Lynch Christian Louboutin Spot: Très Chic or Just Strange?

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It’s been eight years since David Lynch last released a full-length film, but that doesn’t mean he hasn’t been busy: he’s launched his own coffee line, become a spokesperson for transcendental meditation, written and directed this Dior video, designed limited-edition Dom Perignon labels, and teamed up with Alyssa Milano to create a line of lycra-based workout leggings.

The latest addition to his marketing oeuvre is this :30 spot for Rouge Louboutin, Christian Louboutin’s $50 nail polish that lets fashionistas match their mani/pedi to the brand’s iconic red-bottomed shoes.

That was exactly as strange as we expected it to be–though it still amounted to a more coherent narrative than Inland Empire.

(more…)

New Career Opportunities Daily: The best jobs in media.

Jun 03

Topless Sports Illustrated Cover Recreated With Curvy Models

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Swimsuits for All, a popular online retailer, has recreated this year’s widely discussed Sports Illustrated swimsuit cover, but instead of the topless Chrissy Teigen, Nina Agdal, and Lily Alridge, they used plus-sized models.

The tagline is “Sexy at Every Curve,” and the site says it’s goal was to “highlight the beauty in all women.”

The catalog photos, featuring plus-sized models and a plus-sized blogger, are incredible. The scenery is amazing (the shoot was in Turks & Caicos), the swimsuits are bright, and the models look like they’re having a great time. With the average woman in America wearing a size 14, it’s a smart move to market swimsuits for them in such a cool way.

“I think there needs to be more publications and campaigns so that people can say, ‘Wow, I look like these women, and they look comfortable and sexy and they’re portraying my body type,” 24-year old model Jada Sezer says in the video below.

“Not everyone has to be a stick insect and not everyone has to be big,” says model Shareefa J. “You can just be you, and that’s fine.”

I’m into it, and I hope to see more in this vein from brands this year. (Aerie, I’m still throwing you high fives.)

May 24

Sweatshirts Collection for AYR

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L’artiste Amy Woodside, basée à New York, a fait une série de visuels qui confrontent peinture abstraite et typographie. Elle a donc imaginé quelques imprimés de sweatshirts pour une collection de la marque de vêtements AYR. Une collaboration colorée à découvrir en images.

AYR’s website.

May 23

Studies Of Australian Feathers

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Basé en Australie, à Brisbane, le photographe Jared Fowler voit des espèces d’oiseaux beaux et rares quotidiennement. Il a décidé d’en faire une série qu’il a intitulée « Studies Of Australian Feathers » : cela donne des plumes de toutes formes, de toutes couleurs, dégradées ou bicolores, satinées ou mouchetées.

Crimson Rosella, Platycercus elegans.

Eastern Rosella, Platycerus eximius.

Golden-shouldered Parrot, Psephotus chrycopterygius.

King Parrot, Alisterus scapularis.

Koel, Eudynamys orientalis.

Kori Bustard, Ardeotis kori.

Mulga Parrot, Psephotus varius.

Red-winged Parrot, Aprosmictus erythropterus.

Yellow-tailed Black Cockatoo, Calyptorhynuchus funereus.

Collared Sparrowhawk, Accipiter cirrocephalus.

Helmeted Friarbird, Philemon buceroides.

King Parrot, Alisterus scapularis.

Kori Bustard, Ardeotis kori.

White-faced Heron, Ergetta novaehollandiae.

May 22

Cannes Festival 2014 Photography

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Nous avons réuni pour vous les plus belles photos du tapis rouge du Festival de Cannes 2014. En noir et blanc essentiellement, on voit passer Rosario Dawson, Ryan Gosling, Léa Seydoux, Gaspard

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Ulliel, etc. Des photos signées Loïc Venance, Valéry Hache et Alberto Pizzoli de l’AFP ainsi que le photographe Vincent Desailly.

Léa Seydoux and Gaspard Ulliel by Alberto Pizzoli / AFP.

Cheryl Cole by Loic Venance / AFP.

Ryan Gosling by Loic Venance / AFP.

Naomi Watts by Alberto Pizzoli / AFP.

Tommy Lee Jones by Alberto Pizzoli / AFP.

Rosario Dawson by Vincent Desailly.

Blake Lively by Vincent Desailly.

Blake Lively and Ryan Reynolds by Vincent Desailly.

Cate Blanchett by Vincent Desailly.

Gaspard Ulliel by Vincent Desailly.

Lea Seydoux by Vincent Desailly.

Blake Lively by Valéry Hache / AFP.

Cate Blanchett by Alberto Pizzoli / AFP.

Eva Green by Alberto Pizzoli / AFP.

Eva Longoria by Valéry Hache / AFP.

Blake Lively by Vincent Desailly.

Gaspard Ulliel by Loic Venance / AFP.

By Vincent Desailly.

Freida Pinto by Vincent Desailly.

Naomi Watts by Vincent Desailly.

Jessica Chastain by Alberto Pizzoli / AFP.

Julianne Moore by Loic Venance / AFP.

Mia Wasikowska and Robert Pattinson by Valéry Hache / AFP.

Monica Bellucci by Alberto Pizzoli / AFP.

Kevin Durand by Vincent Desailly.

Alice Taglioni by Vincent Desailly.

Nicole Kidman by Vincent Desailly.

Ryan Reynolds and Rosario Dawson by Vincent Desailly.

Blake Lively and Ryan Reynolds by Vincent Desailly.

May 22

Opening Ceremony SS14

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Le photographe Bob Jeusette propose pour la nouvelle collection de la marque Opening Ceremony une série de clichés changeant des habituels shootings. Avec une prise de vue originale et des mannequins allongés, les clichés sont réalisés avec la styliste Victoria Dinh et le créatif Bramble Trionfi.

May 19

Kai Aragaki Photography

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Agé de 17 ans, le photographe Kai Aragaki, basé en Arizona, aime prendre des photographies minimalistes sous forme de kits avec des suites graphiques jouant avec les formes et les couleurs : de jolis dégradés de fleurs, de maille de laine et de crayons, des origamis et des mots intelligemment associés à des pantones.

May 19

Wooden Charger by Orée

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Après le grand succès du clavier en bois sans fil Oree Board, le studio Oree Design a imaginé un chargeur sans fil Smartphone, Bluetooth et micro dans un seul bloc de bois ou de marbre conçue artisanalement. Cette nouvelle création Orée Pebble 2 ravira les consommateurs de belles technologies.