Film Craft > Film Craft
MANVSMACHINE, London / SQUARESPACE / 2018
This film is a tactile take on the online experience. Blurring the lines between the digital and the physical, it is a playful showcase of London fashion designer Sadie Williams and her work. As Sadie narrates her vision for her Squarespace website we see her material world brought to life with seamless animations that serve as abstracted metaphors for the functionality of the Squarespace platform.
We did extensive research into the life and work of each of our three featured artists to ensure that we captured the authenticity of their worlds. Sadie’s is all about craft. We immersed ourselves in her London studio and studied the textures and materiality of her environment. We lifted our animation style from the tools of her craft - sewing machines, spools of thread unspooling, garments sliding along a rack. Our campaign, however, needed to have its own visual language that wasn’t eclipsed by the worlds of our artists, so we landed on a restrained, reductive art direction for all three pieces. The material qualities of the worlds are bespoke to the subjects as well - Sadie gave us a huge amount to work with in the textures, fabrics and patterns of her designs.
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