Best Films Made by Luxury Brands

Luxury is an embodiment of art in its utmost extravagance. The fine craftsmanship, opportunity of self expression and an inherent intimate bond with the holder are all essences of art. Cinema, or film, is hailed as the melting pot of artistry - imagination, creativity, ingenuity, rebellion and passion. It enables articulation that pervades the audience’s own thoughts and feelings. The potential to introduce something new, something profound with the probability of acceptance of that notion being high can be achieved through the art-form that is filmmaking.

Although we are used to watching luxury commercials that exhibit the glorious artefact, focusing on all its exceptional hallmarks and singular virtues, there is a separate stream of communication that luxury brands have embarked upon. Short flicks, via their storylines and visual language, convey the ideas and values that a brand’s new collection stands for providing a better chance of engagement.

We are going to take a look at a few of such ad-arts (mostly fashion but also others) created by some of our favourite luxury brands!

1. TIMELESS by Lacoste

This film ranks number one on my list because I think it is one of the most beautifully crafted films ever. Timeless, directed by Seb Edwards, is “an epic journey of love at first sight.” Built upon the theme of Lacoste’s tagline “life is a beautiful sport since 1933,” the one and a half minute long director’s cut celebrates the shift of fashion through eight decades as the elegant Lacoste Polo remains timeless. To have executed such a sophisticated story in such concise time frame is a marker of its brilliance.

This short is like watching poetry in motion. The absolutely intense cinematography supported by the stunning soundtrack (by Max Richter) and sound design, the characters uplifted by the actors, their chemistry, glances and little smiles, the tear in the woman’s eye at the final kiss - the entire film is magical and enchanting. The use of trains is a metaphor so perfect to signify the journey through time; to symbolise the journey of love. Each carriage is a new decade marked by the popularities of that time. It’s a pure directorial genius with its clean conception and spellbinding execution.

Played by Damien Chapelle and Dorcas Coppin, the couple begins their spectacular journey in a 1930s Parisian train station brought to life by 250 extras, genuine trains from each decade and authentic style put together by celebrated costume designer Madeline Fontaine. The effort put into the creation of this scintillating film is another reason why I love it so much.

2. CASTELLO CAVALCANTI by Prada

Written and directed by Wes Anderson, this short film is about a car racer (played by Jason Schwartzman) who crashes at Castello Cavalcanti, a village in Italy. An American, as is clear through his accent, he is delighted to have found the dwelling of his ancestors. He decides to excuse the accident, move on and enjoy a nice plate of Spaghetti. The quirky characters, bright colours and the wide-lensed camera movements are in accordance with Wes Anderson’s signature storytelling technique.

I absolutely loved the message of the film - enjoy life as it happens. You crashed? That’s okay because you reached Castello Cavalcanti and got to meet your ancestors! The bus is here but you’re enjoying yourself? You’ll catch the next bus back! Just relish the moment. After all, it’s only a race car!

(I think my use of exclamation marks in the paragraph above very well display the glee and enthusiasm that the film made me feel! Oops. Did it again.)

Some also felt that the charming village of Castello Cavalcanti was actually hell/purgatory and the protagonist died in the crash. Meeting his ancestors, the telephonic conversation between his wife (or sister! Hahaha what a twist) and his brother-in-law (do you feel the ambiguity?) and the missing of his bus are all indications of his moving on from the land of the living.

As always, cinema is interpreted differently by each mind. Watch the short to decipher the film and what is signifies for you!

3. THE FUTURE IS FLUID by Gucci

Directed by the 24-year-old Jade Jackman, the film premiered at the Sundance Film Festival in 2019. Produced by Irregular Labs and in partnership with Chime for Change, the film explored the views of Gen Z on gender and society. It puts forward the tenacity, courage, curiosity, empathy and enthusiasm of the new generation and their determination of redefining the world to be more inclusive and open.

Featuring 13 individuals, ages 15 to 25, from all over the world, it is a narration of varied stories in diverse voices, all rising in revolution against the conventional. What I liked the most about this film was the acknowledgement of the truth. When Gabe Passareli Simoes Vieira talks about their struggle in Rio de Janeiro’s society, they recognise the violence that may potentially befall upon them; when they talk about the execution of their 21-year-old sister, they decide they have to be brave for her and not hide themselves for fear of such retribution. Sage Grace Dolan-Sandrino from USA acknowledges her privileged position and the freedom of self expression that comes to her naturally as opposed to the suppressed voices that many of the world face. She is resolute in her decision to use this privilege to help others rather than be in denial of its benefits. I love the inclusion of the young woman Chantel Foo and her views and modalities towards the non-binary. This entire film speaks of inclusiveness and comprehension through a prism of fluidity.

I think it really builds upon the ideas of radical self-expression as endorsed by Gucci’s Creative Director Alessandro Michele’s designs, and is in line with Gucci’s own identity. The issue  in the campaign being raised by Gen Z, Gucci’s target group, is another bulls-eye advantage of the film. However, Gucci did face a bit of backlash for the film because of its capitalist nature.

4. GO WITH THE FLAW by Diesel

As a filmmaker, this flick by Diesel really hit all my spots. Directed by Francois Rousselet, it celebrates embracing your flaws and going for it. The poem in the Youtube description accompanying the film is so wonderfully basic and relevant - starting from “Go with no plan. Go with not sure. Go with what makes you feel insecure” and ending with “But go out in the open, And go with pride. Grab a front seat and enjoy the ride.”

I was in love with the film from the first moment - editing a film by cutting and pasting it, literally. This itself spoke of the quality of an old-world appeal while talking of the hope of a new tomorrow. Edith Piaf’s classic “La Vie en Rose” (“life in happy hues”), often perceived as the ultimate song symbolising aspiration and optimism of life happening, as the background score really sets the mood of the entire film right in the beginning. The tribute to popular icons of success like Frida Kahlo, Marlon Brando, Quentin Tarantino is a furthering of the message - go with your flaws, they’ll be your distinguishing element rather than something to be hidden away. I honestly loved the treatment of the entire film - so liberating and happy.

The saturated colours, matching of action in the film and the camera movement, editing style and the properties of video on film, the background score alternating between diegetic and non diegetic - all of them worked exceptionally beautifully to create this masterpiece that is so profoundly wild and free.

5. A GENTLEMAN’S WAGER by Johnnie Walker Blue Label

Starring Jude Law and Gincarlo Giannini and directed by Jake Scott, this flick involves you in the narrative right from the beginning. Building upon the idea that money can’t buy everything, A Gentleman’s Wager is the story of a man who proposes a wager to win a priceless boat by challenging himself to venture into performing something new - dance. The story moves forward as the two gentlemen keep wagering the boat for fulfilling personal development.

I love the film for the use of the colour blue. The vast blue ocean and the endless blue sky. Jude Law’s blue jacket in the first scene, blue reflections of the sky on the wet streets, blue vase when he learns piano and the blue shirts he favours, the blue moonlight pouring in the streets, blue lamp in front of the space and the blue doors, his blue tie and the blue silk back of his waistcoat when he dances. The blue of Gincarlo Giannani’s outfit and the blue paper boat. The effortless incorporation of all shades blue in the visual language only adding to the aesthetics of the film is an emblem of the director’s precise creation.

The lively music sucks the viewer right in. The festive dance of high energies and big stakes. The actors and their chipper chemistry, the nuances of their playful characters and the entertaining dialogue of their expressions. The cheerful narrative (“for a bit of fun”) is honestly, so much fun. The good spirits brought on by Johnnie Walker’s Blue Label definitely rub off on the viewer.

These are the top five ad-arts that carved a space for themselves in my heart. Although there are many more and I would love to keep on talking about those, I am only going to include in this article a few more links to works that I liked. I think it’s time that you appreciate some new art by yourself - find things that appeal to you, explore feelings that these ad-arts evoke in you. Happy film-watching!

The Good Italian by Four Seasons Hotels

Gucci Showtime by Gucci

Secret Garden, Versailles by Dior

Once Upon A Time by Karl Lagergeld, Chanel

MR. TOM FORD’S SIX RULES ON STYLE by Mr. Porter