In a modern era of restless social media, emotional reality and digital becomes blurred. Flatmind, an Italian film production house based in Shanghai collaborated with Yanie Yangsen Durocher, a fashion lifestyle millennial influencer, THE MARGINALIST, a brand amplificator bridging the east with the west, to create a series of emotionally charged films targeted towards social media ** platform insertions and brands. Going from traditional “tumblr” like photos, and digitalized photography trends such as glitches, destruction, and strong color blocking schemes of ambiguity and un-comfort.
Translating and transforming this wave into moving images reflecting the current trends of the fashion industry; “strong personality contrasts, feminism movement, blurred diplomacy in fashion - mixing the high with the low, subtle elements of post-sovietism mixed with street wear grunge.”- Yanie
“We wanted to have the ** of using our own style, the colors, the makeup and the type of shots we wanted are all very personal, there are no interferences but pure content. I believe this will become part of what will be the new trend of lifestyle advertising in the next years” says Roby, founder ofFlatmind
The concept and message is both strong and provocative, but also in alignment to the reflection of China’s modern society; Succumbed with the need to “succeed” in a fast paste digital environment, pressure and emotional dis-balance is more apparent than ever. Programmed to abide to traditional societal rules whilst having the eagerness and need to find one’s true self creates a contradictory paradox amongst the millennial generation.
Everything happened in ONE WEEK, from the inception to the creation, starting with the first meeting of Flatmind with Yanie: mood board, casting, storyboard, pre-production, shooting, editing, color correction and original soundtrack composition (by Dinosaurs and I) resulting in an ultra-accelerated production in line with the momentum of SM, the need of posting in trend content NOW.