李维和 特德·麦克斯

在这个超数字时代,设计师品牌’的重点逐渐从主要的平面广告媒体转移到了 consumers through 的 Internet and many forms of social media with branded entertainment in 的 form of short fashion 电影s. The fashion 电影 trend pairs fashion brands with famous directors and actors to produce beautiful and easily-accessible short 电影s, which feature 的 brand and highlight certain seasonal fashion designs or product lines. These 电影s impact an advertising and marketing message while also appealing to consumers’艺术感。

One recent example is 的 recent Prada short 电影 entitled, "A Therapy” by Academy Award winning director Roman Polanski that debuted at 的 Cannes Film Festival 上 May 21, 2012. This three-minute 电影 about a Prada-clad Bonham Carter’在筛选还原版本的波兰斯基之前,播放了本·金斯利爵士扮演分析师的一次疗程’s 1979 picture 苔丝 . Polanski described 的 short 电影 as “sort of an anti-ad.”波兰斯基评论说他被给予了"total freedom"通过Prada观察到:“专注于当今时尚界代表什么的机会,以及它伴随着许多定型观念的事实既令人着迷,同时又令人不快,但您绝对不能忽略它。它’得知仍然有很多讽刺和机智的地方令人耳目一新,当然,Prada就是其中之一。" Roman Polanski’普拉达(Prada)短片平均每周在YouTube上的观看次数超过233,000。

This trend has been growing in recent years. Shorts serve as strategic advertising vehicles because of 的 ir versatility and easy access and wide reach through 的 Internet 上 branded websites, sites such as YouTube, and through social media. Many fashion companies have recently showcased fashion short 电影s or advertisements directed by famous directors. Academy Award winning director Martin Scorsese directed a short 电影 for Chanel that was also used as an advertisement for Chanel’s new Bleu de Chanel fragrance. The 电影 featured Frenchman Gaspard Ulliel (of "Hannibal Rising")和滚石乐队的歌曲作为配乐。 (罗伯特·达尔威尔, 马丁·斯科塞斯(Martin Scorsese)指示电视广告推广香奈儿(Chanel)’s Next Men’s Fragrance, 时尚and 服饰 法 博客 , Feb. 26, 2010, //www.023air.com/2010/02/articles/ miscellaneous/martin-scorsese-directs-television-commercial-to-promote-chanels-next-mens-fragrance/)。香奈儿之前的其他广告还包括妮可·基德曼(Nicole Kidman)执导的Baz Lurhman执导的《香奈儿5号》(Chanel Number 5)和凯拉·奈特利(Keira Knightly)执导的乔·赖特(Joe Wright)执导的可可小姐(Coco Mademoiselle)。古驰(Gucci)发布了由维克·米勒(Frank Miller)执导的埃文·雷切尔·伍德(Evan Rachel Wood)主演的古奇罪恶(Gucci Guilty)香水的三维广告。"Sin City” fame. The full "film"在MTV音乐录影带大奖中首次亮相。最近,Zoé卡萨维特导演的短片叫"Hide and Seek"为此,她接受了路易威登’伦敦的夏日服装设计。 Sofia Coppola和David Lynch导演了Dior广告’尊敬的Dior Dior Cherie女士香水和Lady Dior手袋; Inez van Lamsweerde和Vinoodh Matadin执导“Secret Garden,”凡穿着Dior穿凡尔赛宫的模特’的春季系列。多尔切&Gabbana与William Zanardi搭档,在米兰的一家庄园中突显其2012春夏系列。其他生产此类时尚短裤的品牌是H&M,Christian Louboutin,Cartier和Levi’s.

Negotiation of 的 contracts for 的 se 电影s are more complicated because 的 short 电影s may be characterized as both a 电影 and an advertisement. Typical experience with talent contracts alone may not suffice when 的 advertisement can be considered a motion picture. Due to this potential ambiguity, care needs to be taken to consider and understand how 的 se differences may implicate different usages and rights negotiations.