Rag & Bone is one of my favorite brands, & this video is exactly why. It’s just. so. cool.
Mikhail Baryshnikov & Lil’ Buck dance in this short film directed by Georgie Greville to promote Rag & Bone’s F/W 2015 collection. Rag & Bone created this viral video because, as managing partner David Neville puts it, “Runway shows don’t resonate with the regular guy. So we wanted to challenge ourselves and engage people. We hope it’s memorable.” (WWD)
I love the music (“Öngyilkos Vasárnap” by Venetian Snares), the theme of old vs. young, the editing, the lighting… seriously, I love everything.
What really stood out to me, however, was how I actually noticed the clothing. Even without the Rag & Bone/fashion context I would have loved how the dancing involved their trenches, harem pants, & scarves. The pieces were integrated seamlessly into the different routines, creating a really cohesive & interesting way to showcase the collection.
It’s this type of work that inspires me to pursue creativity within the branding context. This is viral marketing done all kinds of right. Now, if you excuse me, I’ll just be watching this about a million more times….