By Kenneth Richard | The Impressionist

And the hits just keep coming. Between the announcement, the lookbook reveal, and the live broadcast of a runway show, one would think the team over at H&M have gone all 12 rounds before the Alexander Wang X H&M launch on November 6th. But alas they strike again as the team has released a video directed by London collective Tell No One (aka Luke White and Remi Weekes) and created by Strange Cargo Films and H&M Redroom.

Featuring the cast from the print campaign including Isabeli Fontana, Joan Smalls, Raquel Zimmermann and Andy Carroll the ‘hush-hush’ directors treat the piece as a hybrid first person shooter video game meets The Matrix. With metallic icy tones, harden bodies, and superhuman feats the viewer is treated as a participant running through a maze against opponents while leveraging found tools to help us along. The end leaves us hanging, literally on a zip line, and one wondering if in fact there is more to it. Which is after all the whole purpose, to provoke our interest. And with just two weeks to go until ‘X’ day, The Impression is left asking just how many rounds are left and longing for more.


Agency | Strange Cargo/H&M Redroom
Producer | Anna Granditsky
Post Supervisor | Anna Olsson
Creative Director | Donald Schneider
Director | Tell No One
Models | Isabeli Fontana, Joan Smalls, Natasha Poly, Raquel Zimmermann, Suvi Koponen, Andy Carroll
VFX | MPC
VFX Producer | Lisa VaughanVFX Supervisor | Iain Murray
Grade | MPC
Colourist | Richard Fearon