12 Nov Micro Fashion Films for MarethColleen
These four micro films, shot by Jolynn Minnaar for local fashion brand MarethColleen, are quick, exciting and boldly evocative. They’re so short you can watch them over and over again – each one prompting different reactions and associations but aesthetically working together as a coherent series. The four clips of 10 to 15 seconds, each communicate and embody one of MarethColleen’s brand identity elements: feminine, intrepid, local and confident.
MarethColleen is a Cape Town based fashion label born out of a creative partnership between Mareth van der Walt and Colleen Lesch. To tell their unique story, the mini films explore their collaborative designs in an unusual and engaging format.
The aim, according to one of the directors Esté van Aswegen, was to generate content that would delight rather than instruct. This was guided by the concept, ‘a picture is worth a thousand words’, emphasising the importance of visually stimulating communication that is more likely to prompt a response. “The most important success factor for a clothing brand is the formation of a distinct narrative that visually and verbally communicates their identity, and it should be physically documented,” explains Esté.
Directors // Esté van Aswegen & Lizanne Visser
Cinematographer // Jolynn Minnaar
Editor & Colorist // Jenine Lindeque
Model // Megan Naude from Twenty Model Management
Make Up // Marzanne Gericke
Studio // Zootey Studios