| Title | MANTRA |
| Brand | TOD'S |
| Product/Service | NO CODE |
| Category |
A04. Production Design / Art Direction |
|
Entrant
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INDEPENDENT IDEAS Milan, ITALY
|
|
Idea Creation
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INDEPENDENT IDEAS Milan, ITALY
|
Credits
| Erick Loi |
Independent Ideas |
Executive Creative Director |
| Eva Rainone |
Independent Ideas |
Art Director |
| Michela Benincasa |
Independent Ideas |
Art Director |
| Edoardo Cervigni |
Independent Ideas |
Copywriter |
| Rajiv Olivato |
Independent Ideas |
Copywriter |
| Giulio Petrone |
Independent Ideas |
Motion Designer |
| Cabiria Granchelli |
Independent Ideas |
Account Director |
| Alberto Colombo |
Karen Film |
Director |
| Tommaso Pellicci |
Karen Film |
Executive Producer |
| Alessandro Pavoni |
Karen Film |
Director of Photography |
| Francesco Fantini |
Karen Film |
Musician |
| Benjamin Vlassenroot |
Karen Film |
set designer |
| Lea Bevilacqua |
Karen Film |
Stylist |
| Antonella Sorrenti |
Karen Film |
makeup artist |
| Tania Bornacin |
Karen Film |
Video editor |
| Davide Romanoni |
Karen Film |
Post Production |
| Stefano Ottorino |
Karen Film |
Producer |
| Martina Mozzillo |
Karen Film |
Casting Director |
Tell the jury about the production design/art direction.
For us No_Code wasn’t for us just the name of the label, it became its whole creative concept. A mindset to question every aspect of its communication with the statement: “Know rules by heart. Then challenge them”. In this film, initially meant just to present the sneaker, the speech settles the vision of the brand. And so we worked on the production design to follow this thread. We used different cameras, films and lenses to settle different tones; the different lighting used for the set give a tone of calm or anger to a video where we intend to create a world with subverted codes, where S.W.A.T. members have trumpets and priests skip the rope. Finally, we mixed the voice over, originally belonging to a young woman, to create different overlaps and distortions that make it difficult to associate to a single one.
Write a short summary of what happens in the film
Presented earlier this year as part of fashion house Tod’s, No_Code is a label that challenges conventional fashion. On this purpose, this video mantra enquires the nature of codes. As the voice of a young woman, disturbed by robotic echoes, narrates the many laws defining life, a group of models quietly rebel to these while confined in an indefinite. Living No_Code doesn’t mean to break rules, it opens their minds to unexpected influences and connections. Not encasing anything into limits, making of No_Code a necessary collection to complete the idea of fashion strived by Tod’s.
Cultural/Context information for the jury
No_Code is a capsule collection by the classic Italian luxury brand Tod’s, created to market a new segment that breaks usual fashion channels. With its many creators, coming from different industries to curate different collections, and relying on drop releases, the very name of No_Code describes the undefinable nature of the label. With this first video settlement, we introduce Tod’s to a whole new universe: usually related to Italian craftsmanship and high quality materials, it was important for to inject new values in the communication of the brand, creating a visual language and storytelling that Tod’s has never used before. A major achievement that settles the tone for the upcoming communication of the brand, extending its creativity to new horizons, going beyond artistry and made in Italy.