July 2nd, 2012 | Janelle
Past is present for Y-3, the sport-luxe brand’s unique new campaign by Collier Schorr features Caroline Brasch Nielsen, Victor Nylander & Thomas Sottong on the edge of wilderness, clad in those elegantly nomadic looks from the F/W show styled by Jay Massacret with art direction by Lloyd and Co.
The campaign film, ‘The Story is in the Past’ directed by Schorr, continues with this exploration of time and place. As the camera loops around a central makeshift structure, we become more and more immersed in the story unfolding. What are you seeing? What are you hearing? A struggle, a dance, a longing for intimacy?
As time passes these images repeat, interrupted by fragments of what may or may not be real. Nothing is clear, the story is transmitted through the distortions, glitches, crackling and dust which punctuate the film.
The dramatic mood of the film and the starkly beautiful ad imagery makes for a one of a kind take on the rustic side of sportswear.
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