AllSaints Film celebrates the London heat wave by creating its latest project, Sun City
London, United Kingdom (PRWEB UK) 25 July 2013 -- AllSaints Film has used the recent record temperatures in London as the backdrop for its seductive and subversive new release, Sun City. A provocative tale of displacement and individuality, the short film was entirely devised, shot and edited in just two long hot days in the capital last week. By confronting the clichés and conventions of swimwear advertising, Sun City demonstrates AllSaints’ spirit for creative disruption.
“Once again, exclusive filmed content proves to be a modern and exciting medium with which to quickly and nimbly communicate the spirit and attitude of AllSaints,” comments the brand’s Creative Director, Wil Beedle. “We had the initial idea of Sun City last Wednesday when the temperature was hitting 32 degrees, but since London weather is notoriously unpredictable, we gave ourselves the challenge of shooting and sharing it within a week. Let's hope it staves off the rain.”
In keeping with AllSaints’ desire to communicate directly with its ever-growing global community and beyond, Sun City will be launched on July 24th on http://www.allsaints.com, across the brand’s digital platforms, including http://www.youtube.com/allsaintsfilm, and vimeo.com/allsaintsfilm, and is poised to become one of the summer’s viral must-sees.
Around-the-clock physical screenings will take place at Earlham Street; the longest-running AllSaints retail location, now operating as an experimental hub in which to explore the many facets of the AllSaints brand. For Sun City Earlham will be subject to a suitably subversive transformation, including the arrival of several tonnes of black sand, shipped directly from Iceland’s remote Vik Beach.
Launched in April this year, AllSaints Film is committed to expressing the diverse elements of the brand and its digital community. From music, style and street documentaries to cutting edge film installation, AllSaints Film produces exclusive content, collaborating with both established names and dynamic young talent. Previous releases include New Music City, a ten-minute documentary about Nashville’s burgeoning music scene, focusing on Kings of Leon’s independent record label, Serpents and Snakes.
http://www.youtube.com/watch?v=1lWHY6NLrW0
About AllSaints:
Established in 1994, AllSaints is a leading international fashion brand. The brand opened its first stand-alone store in London, United Kingdom in 1997. Since then it has grown rapidly and today has 65 stores and 32 concessions across the UK, US and Europe. Throughout its expansion the brand continues to retain its original sensibility; focusing on innovative design, detail, graphics, technique and fabrication for men and women.
Sophie Ball, AllSaints Spitalfields, http://www.allsaints.com, +44 207-392-2874, [email protected]
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