H&M Spring 2018 Film | Winona Ryder & Elizabeth Olsen by adam&eveDDB
H&M has just projected their Spring 2018 collection in the virtually pleasing form of a fashion film. Directed by Gustav Johansson and produced by adam&eveDDB, the film embodies female empowerment through the authenticity of actresses Winona Ryder and Elizabeth Olsen, as well as singer/songwriter Andrea Valle, and supermodels Andreea Diaconu, Anna Ewers, Imaan Hammam, and Naomi Shimada.
Shot on location in Buenos Aires, the film displays the female casr dancing with each other after having given Olsen’s male dancing partner the boot. There is undeniably present a strong sense of movement associated with each female that is driven from one body to the next. In this, each female assumes the lead role and freely expresses herself, alluding to the underlying theme that strong opinions matter.
Winona remarks, “I love the way that the campaign really celebrates women in a very authentic way. I found that to be really refreshing and much needed right now in this culture. They are celebrating themselves and each other.”
With women cheerfully dancing with one another, the creative team of Genevieve De Rohan Willner and Selma Ahmed brought the interesting creative trick of breaking through the black frame. Something rarely if ever seen. The visual makes the women feel larger than life, further driving home the theme of powerful female figures.
“It was such a thrill to be in Buenos Aires for the H&M Spring campaign, and more importantly, to be surrounded by such a wonderful cast of strong women,” Olsen said in a press release. “The entire experience was incredibly inspiring.”
Agency | adam&eveDDB Creative Team | Genevieve De Rohan Willner & Selma Ahmed Director | Gustav Johansson Talent | Winona Ryder, Elizabeth Olsen, Andrea Valle, Andreea Diaconu, Anna Ewers, Imaan Hammam, and Naomi Shimada Choreographer | Holly Blakey Location | Buenos Aires Music | ‘Know How’ by Young MC from the album Stone Cold Rhymin’
WHERE FASHION GETS CREATIVE
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