THE TOP HOLIDAY FASHION FILMS OF 2016 | THE IMPRESSIONS AWARDS
BY KENNETH RICHARD
The holiday’s reflect the biggest quarter of the year for many fashion houses and retailers. So it is little wonder that those who can afford to play in the TV media landscape, up their ante with large scale holiday films. Traditionally this category is dominated by U.K. department stores, which treat holiday TV with the enthusiasm in which American brands tackle the Super Bowl. However this season the top creative narratives were created by those with more global scopes including two houses, who at one point were rumored to create their own yuletide bond, Burberry & Coach.
The advent of the internet has enabled increased touch points and allowed brands to leverage their own networks to distribute content, so rather than traditional :30 spots many went out with short films hoping to ride their own rails. Director Wes Anderson helped H&M catch a Holiday Express in his emoting tale of unity and Christmas cheer in the face of adversity in Come Together. The piece transcended, as did all the winners, the pushing of specific holiday products with the brands recognizing that key items are not key to establishing emotional bonds with consumers.
Coach captured our imagination this season via their master of an icon, Rexy, who charmed his way into our holiday thoughts by dancing with himself and escaping to reign supreme over New York. The film was brought to life by Director/Creative Director, Bryce Wymer, who The Impression looks forward to seeing his influence roar in 2017.
Burberry leveraged their heritage to touch upon the innovation of their founder Thomas Burberry. The Tale of Thomas Burberry had all the earmarks of an extended feature film trailer leaving many wondering when it would be arriving to major screens. Taking poetic license the house developed a love triangle that elevated the story beyond the sample room to bring their 160 years of heritage to our small screens. Why wasn’t this done in celebration of their 150th? Simple, those small screens didn’t exist at scale with many more arriving under holiday trees globally last month.
Our thanks to all those creators who helped us get more festive last holiday season and here are The Impression’s Top Holiday Films of 2016.
Director | Wes Anderson
Agency | adam&eveDDB
Creative Directors | Till Diestel, Paul Knott, and Tim Vance
Actor | Adrien Brody
Agency | In House
Director / Creative Director | Bryce Wymer
Director of Photography | Igor Martinovic
Editor | Jessica Ledoux
Producer | Julia Moore, Anna Borysewicz
Line Producer | Laura Morris
Art Dept | Elizabeth Jones
Lead Flame Artists | Corey Brown
CG Lead | Edward Shires
Color | Mikey Rossiter
Pencil Artits | Mark Yates
Music | “Dancing With Myself” The Donnas (B.Idol)
Production Studio | Mill+ | Bryce Wymer Studios
Executive Producer | Zu Alkadiri
The Tale of Thomas Burberry
Director | Asif Kapadia
Director of Photography | Dion Beebe
Writer | Matt Charman
Actors | Domhnall Gleeson, Sienna Miller, Dominic West, & Lily James
Hair & Makeup | Jenny Shircore
Costumes | the Burberry design team
Music | ‘Diminuendo’ by Lawless and ‘Take You There’ by Weyes Blood
Location | Shirburn Castle in Oxfordshire, England