Title | DENIM |
Brand | H&M |
Product/Service | H&M |
Category |
A01. Direction |
Entrant
|
NEW LAND Stockholm, SWEDEN
|
Idea Creation
|
FORSMAN & BODENFORS Stockholm, SWEDEN
|
Production
|
NEW LAND Stockholm, SWEDEN
|
Credits
Natanael Ericsson |
new-land |
Director |
Caroline Sandberg |
new-land |
Producer |
Therese Engberg |
new-land |
Executive Producer |
Tim Lorentzén |
N/A |
Cinematographer |
Sofia Björkman |
new-land |
Producer |
Charlotte Hurtig |
new-land |
Production Manager |
Louise Scheja |
new-land |
Production Coordinator |
Adam Singodia |
N/A |
2nd Unit DoP |
Trine Pillay |
new-land |
Executive Producer |
Anna Granditsky |
Strange Cargo Film |
Agency Producer |
Tee Lapan |
Strange Cargo Film |
Casting Coordinator |
Tobias Reiner |
N/A |
1st AD |
Helen Fröling |
N/A |
Line Producer |
Simon Ponten |
AoA |
Editor |
Gustav Karlström |
Ohlogy |
Music Composer |
Oskar Larsson |
TINT |
Colourist |
Write a short summary of what happens in the film
This film showcases the new collection of Denimwear for H&M. The sustainability-focused fashion brand shows that sometimes you have to take steps backwards in order to make progress for a greener future. The film follows a selection of men and women all in reverse, reflecting that denim can be re-worn and re-used, living multiple lives.
Cultural / Context information for the jury
N/A
Tell the jury anything relevant about the direction. Do not name the director.
The director wanted to take an interesting spin on the film and brand's message of sustainability. Adding in a voiceover clip of a political environmental standpoint adds subtle emphasis on the motivation of forming a greener future for fashion.