TOP FASHION COMMERCIALS UNDER 30 SECONDS OF 2016 | THE IMPRESSION AWARDS
BY KENNETH RICHARD
It isn’t easy to get to directly to the point as the lions share of fashion films take just a little longer than 30 seconds to get warmed up. But hats off to the editing teams of Dolce & Gabbana, Gucci, and Calvin Klein for recognizing that sometimes, less is more.
Doing more with less often requires a great soundtrack which all three of our top fashion commercials of 2016 had. Oscar awarded composure Ennio Morricone, who rose to fame for his soundtracks to Sergio Leone films like The Good, the Bad, and The Ugly, helped Dolce & Gabbana tell their Italian tale of family. Sophia Loren plays the matriarch to a group of some who renovate a delapitated villa while winning local hearts.
Gucci played on the sliding hallways of The Breakfast Club with a group of club kids enjoying the benefits of youth while Calvin Klein got their verb on with perhaps the best of the three backtracks. Both did an excellent job of capturing mood, exuberance and social tribes. Calvin Klein’s punch of diverse lifestyles, sexiness, and attitude coupled with pacing took it to gold.
We look forward to a 2017 where more houses jump into the 30 second space as while the internet is vast TV is powerful and The Impression loves a great short story.
Dolce & Gabbana
Dolce Rosa Excelsa
Director | Giuseppe Tornatore
Model | Sophia Loren
Music | Ennio Morricone
Spring 2016 Campaign
Agency | Simmonds ltd
Creative Director | Christopher Simmonds
Photographer | Glen Luchford
Models | Anton Toftgard, Arnis Cielava, Hugo Goldhoorn, Mia Gruenwald, Peyton Knight, Polina Oganicheva
Stylist | Jane How
Hair | Paul Hanlon
Spring 2016 Campaign
Agency | CRK (In-House)
CMO | Melisa Goldie
Photographer/Director | Tyrone Lebon
Talent | Justin Bieber, Kendall Jenner, Kendrick Lamar, FKA twigs, Fetty Wap, Klara Kristin, Joey Bada$$, Abbey Lee Kershaw, Adwoa Aboah, Saskia de Brauw, Destiny Frasqueri, Sung Jin Park, Daniel Hivner, Jan Gatewood, Aiden Dare, Rene Ferry, Sophia Tatum, Laura Sorensen & Petra Lajuan