Tomas Maier gives the Art of Collaboration a digital-first reboot, observes Jacquie Ang.
THEY SAY PRINT is dead but recent fashion advertisements are far from boring. In the new batch of Spring/Summer 2018 ad campaigns, Bottega Veneta leads the conversation. Tomas Maier embraces the digital age with a groundbreaking anthology of six films directed by Fabien Baron, the legendary French art director, who’s chalked up an acclaimed body of work that spans more than 30 years.
To be released episodically throughout the season, the films also mark an evolution in luxury storytelling: Instead of a famed photographer shooting a parallel print campaign, stills are extracted from the films, ensuring the same visual vocabulary and cinematic spirit carries across into print.
To achieve this technical feat, cinematographer Philippe Le Sourd, whose light wizardry graced Wong Kar-wai’s The Grandmaster and Sofia Coppola’s The Beguiled, customised lenses for Panavision’s new Millennium DXL 8K camera. Maier and Baron share more details in the following interview.
WHY DID THE CINEMATIC APPROACH MAKE SENSE FOR BOTTEGA VENETA?
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