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D&AD taps into creative jealousies

Legendary photographer Rankin reveals the work he wishes he’d done

BestMediaInfo Bureau | Delhi | January 23, 2014

Rankin Click on the image to watch the TVC.

Following the success of the ‘I Wish I’d Done That’ series, D&AD is launching a new set of films showing the work that the world’s top creative people wish they’d done. First up, legendary photographer Rankin is in the hot seat, discussing a piece of work called ‘Fashion Film’ by Matthew Frost. 'Fashion Film' is a rich genre parody of the current crop of mid-length fashion commercials, a relatively recent phenomenon that has become a common component of fashion campaigns.

“It's kind of a new medium,” says Rankin. “It's sort of advertising, but longer format. There's this mid-range stuff that's very insipid and a little bit naff. Matthew Frost has done a script that takes the piss completely out of it. For a lot of people in fashion, it hit the nail on the head. It's very clever: all of the styling, the production design and the dialogue are so good, it’s so precise. Fashion needs a little bit of humour – it can take itself a little too seriously.”

The film offers an insight into Rankin's opinion of the fashion business, and his unique view on a new creative genre.

Bookending the film is a mesmerising animation by Factory Fifteen that takes you inside the iconic Yellow Pencil to reveal one layer portraying the rich world of advertising. Next up in the series will be Fernanda Romano, CCO & Partner, Naked.

Previously in the series, ad legend Dan Wieden discussed the Climate Name Change Campaign by 350Action, digital guru Iain Tait explained the genius behind the Philips Hue Light bulb, and designer Jessica Walsh talked about her love of the Whitney branding by Experimental Jetset.

The films were developed by Wieden+Kennedy London in response to a brief to highlight the work and people behind the world’s most celebrated creative award.

The official entry deadline for this year’s Awards is Wednesday, January 29. A one-week extension will be made until Wednesday, February 5, with a 20 per cent surcharge, but after that D&AD will not be able to accept any more entries – strictly no further extensions. For information on how to enter this year’s Awards, visit: http://www.dandad.org/awards14

The TVC:

[youtube]http://www.youtube.com/watch?v=9StWB3x89pY[/youtube]

DIGITAL_ADVERTISING_OVERALL

Credits:

Creatives: Toby Treyer-Evans & Laurie Howell

Creative Directors: Tim Vance & Paul Knott

Executive Creative Director: Tony Davidson

Agency producer: Andrew Shelton

Accounts: Alex Rodgers & Sophie Moss

Agency Editor: Ben Hutton

Production Company: Nexus Productions

Directors: Factory Fifteen

Executive Producer: Julia Parfitt

Producer: Nathalie Le Berre

Sound Design: Echoic

Special thanks to Wave.

Info@BestMediaInfo.com

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