Title | WE ALL MOVE |
Brand | LEVI'S |
Product/Service | LEVI'S |
Category |
A01. Direction |
Entrant
|
NEW LAND Copenhagen, DENMARK
|
Idea Creation
|
SPRING MARKETING CONSULTING LLP Bangalore, INDIA
|
Production
|
NEW LAND Copenhagen, DENMARK
|
Credits
Nadia Marquard Otzen |
new-land |
Director |
Tim Lorentzén |
new-land |
Director Of Photography |
Jacob Schulsinger |
N/A |
Editor |
Sara Samsøe |
new-land |
Executive Producer |
Nicke Cantarelli |
N/A |
Colourist |
Ajay Ramaswamy |
Spring Marketing Consulting |
Creative Director |
Khalil Bachooali |
Offroad Film |
Executive Producer |
Manjula Dasgupta |
Offroad Film |
Producer |
Write a short summary of what happens in the film
“Join the movement” refers to the growing empowerment of women in India; women who dare to break the norms and be authentically themselves. The film aims to inspire women to stay true to themselves, and for women to inspire other women, fostering a sense of sisterhood and belonging. As Deepika Padukone, the central character of the film, put it: “A big success for me is knowing that my accomplishments make it possible for others to do it as well.” With a full-female cast, we wanted to show that beauty comes through embracing each other's true self, as well as their own.
Cultural / Context information for the jury
There are no specific references to culture, but the film itself does play with the portrayal of the modern woman in India. That being said, the film aims to be universally interpreted as a female empowerment fashion film.
Tell the jury anything relevant about the direction. Do not name the director.
The director was very concerned about the cast of the film and how it's portrayed. The cast were all real women, doing what they do. This took away the challenges of how we might perceive women in India versus women in the western world. The director simply showed it as it is. By letting the energy, attitude, and positivity of these women speak for themselves, while tapping into Levi’s brand heritage, the director was able to give the film a timeless quality when it comes to the look and style.