ONLY – The Liberation
An interactive film experience for Only
ABOUT THE PROJECT
Only is a Danish fashion brand present on over 26 markets across the globe that targets girls between 15 and 25. We were approached by their lead agency, Uncle Grey, and asked if we could help manifest Onlys’ new brand approach and message “Only Because We Can” and showcase the spring and summer collection 2012 through a highly entertaining and interactive film experience. The brief focused mainly on how to tell the story about three girls living their lives to the fullest, crossing boundaries and serving as inspiration for the target audience and communicating the attitude of the brand. The outcome is an interactive film called the “The Liberation” directed by Christoffer Von Reis.
Our responsibility was to outline, refine and execute the clients’ original thoughts about the film and make sure that everyone engaged in the project was fighting under the same creative vision for the story that was going to be told. We served as a creative hub and made sure that we had the right talent onboard to make it all happen.
We met a few challenges along the road on different levels. First of all, how do you emotionally connect with the most picky target audience there is – young females that already dismiss brands on a regular basis online? Second, how do you make them engage with the film once you have their attention? Tough universal questions that needed to be addressed. The brief also had lots of classic road movie connotations and references that we wanted to help building the storytelling from, but without making it too cliché or overly familiar. Last of all, the products for the spring/summer collection needed to be featured – but how do you do that in a non-intrusive way?
We decided at an early stage that: — The story needed to be fun and engaging, and somewhat relatable. — The tonality needed to have lots of romantic rebelliousness. Raw with out being stiff. Authentic instead of glossy. — That the users needed to have full control of the story, and with the right amount of interaction also be part of it. So essentially what you see is a young woman’s emotional transformation; from a small-town-girl that is held back by her surrounding environment, to someone who is willing to free herself from all of the constraints society brings. In a way it’s a classic Cinderella-like story told in modern and playful way. The interactive aspect is really important, where the users can play around with the film and at any point find out more about the clothes worn by the models, in a very non-intrusive way and at the same time also be part and interact with key situations through out the film.
Agency: Uncle Grey
Director: Christoffer Von Reis, Camp David
DOP: Niklas Johansson, fsf, Artofficial Agency
Post production: Stopp
Artist/original music development: Lune
Adaptive music and sound design: Dinahmoe
Back-end development: Agigen