Title | THE LIFT |
Brand | BIANCO FOOTWEAR |
Product/Service | BIANCO FOOTWEAR |
Category |
C01. Viral Film |
Entrant
|
&CO Copenhagen, DENMARK
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
Production
|
NEW LAND Copenhagen, DENMARK
|
Credits
Thomas Hoffmann |
&Co. / NoA |
Creative Director |
Lea Floodgaard |
&Co. / NoA |
Art Director |
Katrine Winblad |
&Co. / NoA |
Art Director |
Mathias Trads |
&Co. / NoA |
Copy Writer |
Daniel Kragh-Jacobsen |
new-land |
Director |
Write a short summary of what happens in the film
In a film set entirely within the confines of a lift, we follow two people who fall in love, without the other ever knowing.
We gain insight into their thoughts by way of subtitles. They plot and scheme ways to break the ice, without ever opening their mouths. And that quickly becomes the central conflict. Their overthinking holds them from acting on their desires.
The film is an intimate and often awkward look into the heads of two people paralysed by their own thoughts. And by the end, we wish nothing more than they’d “Step out of their head.”
Cultural / Context information for the jury
A lot of attention has been given to modern media’s influence on people’s mental health. And as counter points, movements such as “body positivity,” “social media detox” and “the perfect imperfection” have also made way into the media sphere.
More so, the growing focus on the fashion industry’s presentation of unattainable body image has forced brands and companies to reevaluate how they communicate to a contemporary audience.