To advertise its Dash Runner sneakers, trend home Alexander McQueen launched a good looking movie, specializing in some components that, apparently, are at reverse ends: Consolation and class, two particulars that award-winning director and visible artist Sophie Muller of PRETTYBIRD performed with a lot care that she made the mix appear a pure one.
That includes singer, songwriter, and dancer Mettenarrative, the movie takes inspiration from the artist’s “fiercely stunning physicality,” sending the viewers on a fascinating journey the place the world of sports activities strikes rhythmically to that of trend, the general public ultimately witnessing a gracious dance efficiency that’s as elegant because the sneakers’ aesthetics are.
Representing “the final word expression of empowerment by means of clothes,” the spot presents the dancer carrying a corset gown accessorized with outsized silver steel hook-and-eye detailing. A vaporous, uneven skirt enhances her corset, Mette carrying it both in black or tea rose satin. The outfits are paired with the McQueen Dash Runner in basic white, the factor that units the rhythm for the present that’s about to come back and that helps the artist push herself to the bounds.
All through the two-minute-long efficiency, viewers see the dancer lifting weights after which effortlessly switching to elegant dancing strikes, harmoniously synchronizing with the footwear’ aesthetics. In addition to the video, for which the director used completely different digicam speeds and angles, the marketing campaign consists of photos, which fluently communicate concerning the unbelievable feeling and the dynamic and energetic spirit that may observe anybody wherever the Dash Runner sneakers will take them.
Commissioned by Sarah Burton for Alexander McQueen, the “Dash Coach” movie represents the second out of three equipment movies directed by Muller. Shot at Wapping Energy Station, the video got here to life due to the shut collaboration the PRETTYBIRD director had with Mette, utilizing her expertise as a talented performer to develop the movie’s artistic storyline. “The movie is concerning the physicality, rhythm, and emotion of motion. Mettenarrative is extremely highly effective and athletic all through the movie, pushing herself to the restrict. Lovely but genuine and emotional in her need for bodily perfection,” we discover out from the press launch.
The model’s Dash Runner shoe was first noticed on the ladies’s Spring / Summer season 2022 runway. Accessible in all white, white with a touch of black across the heel space, or in seasonal colours, the sneakers are completed with an Alexander McQueen signature and all characteristic the 3D McQueen seal.
Credit:
Shopper: Alexander McQueen
A movie by: Sophie Muller
That includes: Mettenarrative
Alexander McQueen
Chief Communication & Advertising Officer: Paolo Cigognini
International Digital Communications Director: Calandra Caldecott
Head of Manufacturing: Judith Paternoster
Manufacturing: Aliia Galimova
Manufacturing Coordinator: Yasmine M’Rabet
Wardrobe: Sid Barton
Design: James Norton
Hair Artist: Ali Pirzadeh
Hair Assistant: Tommy Stayton
Make-up Artist: Bea Candy
Nails: Marta Nagorska
BTS Photographer: Rowan Greig
Manufacturing Firm: PRETTYBIRD
Co-Founder UK / Exec Producer: Juliette Larthe
Head of Manufacturing: Fiona Bamford-Phillips
Producer: Benji Landman
Manufacturing Assistant: Lottie Lindsay-Beavan
1st AD: Clara Paris
2nd AD: Lucia Ritucci
Runner: Hugo Foley
Runner: Josh Haselden
Runner: Peace Ogbuani
Runner: Shaniece Scott
Runner: Naurin Chowdhury
Director of Images: Joel Honeywell
Focus Puller: Hopi Demattio
Clapper Loader: Kairo Jones
Digital camera Trainee: James Groves
Steadicam: Josh Brooks
Stills Digital camera Operator: Jess Pearson
Underwater Digital camera Operator: Rob Franklin
Grip: Tom Stansfield
Grip: Paul Mammone
PRETTYBIRD UK PR: Lee Sharrock
Video Playback: Von Adams
DIT: Ash Daniyan
Location Supervisor: Kim Fenton
Location Assistant: Lottie Turner
Gaffer: Tom Nowell
Electrician: Cleo Vogler
Electrician: Andy Gonsalves
Electrician: Gregory Britten
Rigger: Nick Curry
Wires Rigger: Andy Thompson
Generator Operator: Taylor Egan
Generator Operator: Eleanor Waller
Artwork Director: Nancy Brown
Prop Man: Ed Kellow
Artwork Division Assistant: Harrison Clark
Artwork Division Runner: Lili Fletcher
Motion Director: Benjamin Jonson
Stills Digital camera Operator: Jess Pearson
Medic: Verity Stacey
Cherry Picker Operator: Ian Web page Mitchell
Honey Wagon Driver: Martin Dean
