Studying graphic design at Berghs School of Communication contained a course moment of producing a moodfilm for the spring/summer collection. We created the womens line moodfilm that was shown in the Whyred Flagship Store during Stockholm Fashion Week. A moodfilm to show off the first glances of Womens SS14.
Setting the guidelines for the production we were inspired by Ingemar Bergman, Fårö, Swedish minimalism, melancholia, mirroring effects and layering. We made a moodboard for the concept, wrote the script and sketched the storyboard.
Looking for the right place to shoot we scouted google maps for something close to Stockholm that could have a Fårö look. We found a nature reserve in Nynäshamn with a big pebbled beach and strangely growing trees that fitted our concept perfectly. We shot everything in one cold and windy winter day, this made it a very cool setting.
We brought the film material home and did the cutting and editing. Making overlays and using mirroring effects to create the look of our inspiration and moodboard. Adding the sound made by Andreas and rendering the video formats for the different screens in the store installation. The moodfilm aired on Stockholm Fashion Week and was kept up for some time after. It was such a fun and creative project to work on!
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