Slow is the new fast

Resort 2021 is a social, online and in-store campaign for the EUDON CHOI fashion label, showcasing a different way of thinking about film and photography.

I’d like to think that one day, reading text online could be an enchanting, aesthetic experience, instead of a game of whack-a-mole as you try to get rid of annoying, visually overwhelming adverts. This would be better for brands too, as you don’t create engagement by shouting at your audience, or provoking them into looking for your brand’s ‘off switch’.

For the EUDON CHOI Resort 2021 campaign, I developed a technique for creating seamless loops. The films explore the boundaries of film and photography, using hypnotic slow motion, without cuts. This creates a calmer experience for the viewer, while still rewarding sustained attention.

Better still, the loops are designed to autoplay on Instagram, which you can see in action on this site’s Instagram link. They can work equally well in-store, or in shop windows, on billboards, or even taking over a whole escalator on the London Underground.

Director and post: GUY NISBETT
DoP: JP LEWIS
Model: JASMIJN @ WILHELMINA
Hair & Makeup: FLO LEE
Client: EUDON CHOI