The product becomes experience, atmosphere and finally a world.
A woman walks down a monumental white marble staircase with a quick, confident step, wearing a black Moncler down jacket.
Gradually her movement changes. The pace slows, the initial confidence gives way to uncertainty, and every new step seems to question the solidity of the space around her.
When the woman touches the jacket, the perception of matter is transformed. The softness of the garment seems to spread to the architecture: the marble loses its rigidity, bends and becomes soft.
The real space gradually gives way to an environment made of the same material as the jacket. The protagonist is not swallowed by the space: she feels completely enveloped by the softness of the garment she is wearing.
Be the Element is born from the contrast between two opposite qualities: the monumental rigidity of marble and the softness of down.
The transformation happens first through the body. A walk that is at first fast, controlled and confident gradually slows down to the hesitation of the next step.
Touching the jacket becomes the threshold between reality and perception. Its tactile quality extends to the surrounding space, gradually turning the architecture into a soft, enveloping dimension.
The film thus translates a physical feature of the product into a sensory experience: the protagonist does not simply look at the jacket, she enters the sensation it creates.
Softness becomes a world to inhabit.
The people behind every frame.
01Credits04credits
- DirectorFrank Zanella
- Creative ConceptFrank Zanella
- EditorMassimiliano Feresin
- ComposerGiuseppe Calandrini