A different strategy
Lennard’s latest piece is an example of the original content we have produced, and how we put a new spin on the demographics of advertising. Films produced in the fragrance category tend to have enormous budgets and therefore rarely seek out a selective audience. Although there are many newcomers in the fragrance world, few have actually gone out and made a commercial.
The Devil Wore Crimson revs up the perfume commercial from the familiar theme of Romeo & Juliette, to something a more sinfull generation might buy into. Live fast, die young, and sin: a darker vision of beauty.
Targeting a smaller demographic offers the possibility for a new fragrance advertiser to get their product into a viral marketplace without the millions of dollars a mega brand would need to spend.
Cinema spot for a building development
New Cuffe Parade is a lifestyle film for a new skyskraper complex currently under construction in Bombay. The complex is designed by the famous archetecture firm: WOHA. This film was created to sell apartments in a complex made up of 12 towers with units ranging in price from 400,000 dollars to 4,000,000 million dollars.
Let's not split hairs
It's rare that we see unconventional hair films. But why not? Alices's hair is simply a new way to show gorgeous hair, without falling into the hard sell of traditional hair branding. Alice's hair would simply be an entertainng concept film, sponsered by a hair giant like Garnier.
Fashion film starring a fashion blogger
Shea Marie, of PEACE, LOVE, SHEA, is one of the top fashion bloggers in the USA. She has an instagram following of more then 700,000 people. Fashion brands are turning to women like Shea to blog about their clothes. Why, because why not turn to someone who actually wears your brand to be your best style advisor. So we thought, why not feature her in one of our own short films.
'THE BUSH' is the first in a series of four films that we created as channel content.
'THE THERAPIST' is the second of our series of video confessions.
'THE NANNY' is the third is our third shocking confession.
'THE ZIPLESS FUCK'
Content without a direct branding
While ‘The Factory’ could be a standout advertisement for a gum manufacturer, it could also be an ideal fit for the street wear conglomerate Urban Outfitters.
This is what others have said about it:
"Jonathan Lennard, a super ~hip~ photographer who’s worked with Julia Roberts, Dove, and Nokia, decided to portray how hipsters are made in his latest video, “The Factory”. Because this phenomenon is something we’re all potentially curious about (key word: potentially), Lennard brilliantly illustrates the origins of the hipster and reveals their true chemical making: American Spirit cigarettes, Gap boxer briefs, and Bill Murraytattoos. But that’s not all: This short film explores other well-known hipsters components like gaudy, ironic watches, mustaches, and full bear suits. They say things like, “I’m an artist,” “Want to see my new hybrid?” and “I’ve got VIP tickets” over and over again with confused determination. They look like our collective college boyfriend who invited us over to watch French films and have sex while a Joan Baez album played softly on their vintage record player. While I personally think the whole hipster mockdom is passé (was that hipster of me to say?), this clip is gorgeously produced, and it focuses on every last detail from the frankenhipster’s jacket buttons to their DIY unwashed hair.
GINA VAYNSHTEYN @GINAINTERRUPTED
The obsession with the self
One of our latest fashion shorts, ‘Selfish Selfies’, is simply entertainment about life here in Los Angeles. It takes a playful punch at the latest bend in culture Social Media has created. This provocative short is meant solely to create content for a world of people seeking to absorb culture, daily, on the web.
While this is a lifestyle film in it’s current state - this short highlights our alternative mindset. Coupling chic street wear with the social media craze, this film could easily be used for a new kind of content for a fashion brand such as Top Shop or H&M.
A small selection of the works of Jonathan Lennard
