One Take, No Cuts. A Film For River Island.
I’m completely fascinated by this film. Especially from a technical perspective. The film is in support of River Island’s new capsule collection from rising British Fashion star William Tempest. River Island (a client intermittently for the sake of full disclosure), has been going through an interesting time, most notably by creating a stir by hiring Rhianna to design and style her own collection for the Brand. Following on the heels from the mega successful collaborations from Topshop and H&M in this similar High St fashion space. This film, created for the FASH/ON Festival centered around London Fashion Week, and I’ll be honest, I’m rather surprised that a 12 minute opus such as this was not saved for the release of the Rhianna collection, but there you go.
However, what redeem’s the film from the usual pretentious fashion cliches (and make no mistake, there’s a boatload in here) is the stunning technical achievement at the heart of it. A 12 minute tracking shot, with no cuts. Director Ryan Hope here has pulled off bravura, and hypnotic visual trick, that more than compensates for some of the more grating fashion moments on display. These are just the sort of visual tricks that in the days of long form brand content, keep people hooked.
While it’s no MFCEO in the long form content stakes (and that might be a rather disingenuous comparison), it is an interesting perspective for a brand like River Island to take.