Review of Missoni ‘Let’s Sway’ Fall 2020 Ad Campaign by Photographers/Directors Luca & Alessandro Morelli
The sky is not the limit in the new Fall 2020 campaign from Missoni. Featuring photography and film direction by Luca and Alessandro Morelli, the film is a joyous and musical celebration of the possibilities that come from a connection between two people.
Set on a rooftop overlooking an expansive skyline, the campaign centers around a dance. The film begins as the two dancers stand on either end of the rooftop facing each other, and builds up over its first half to an electrifying moment when the dance begins. Liam Lunniss’s choreography is both playfully energetic and emotionally sincere. The dancers never come together into the formal partner steps we might expect, yet through their individually expressive moves, they are in conversation with each other. The Morelli brothers use smart editing to weave in slow-motion and time-lapse effects, unfolding movements of emotion out into the visual realm.
The photographic portion of the campaign is a series of the most impactful stills from the film, with additional shots that echo its movement. Frozen in their motion, the images have the sense of being both sculptural and full of motion, creating an exciting and dynamic sense of tension.
Though models Birgit Kos and Jhona Burjack are not professional dancers, they do impressive work in embodying this movement.
The entire campaign feels spontaneous and effortless, yet artistically intentional.
The most sure sign of its success is the infectiousness of its movement: we feel an uncontrollable urge to get up and start dancing ourselves.
Photographers/Directors | Luca and Alessandro Morelli Models | Birgit Kos, Jhona Burjack Stylist | Beatrice Papa Movement Director | Liam Lunniss
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