Online fashion, sports, and lifestyle retailer, The Iconic, rolled out a new spot titled “Beauty Launch.” The short was developed for the Sydney based brand by electriclimefilms.
There’s a certain retro charm to the ad and it all starts with the fact that it was shot on gorgeous 16mm film.
Director Lester Jones worked on the project with DOP Andrew Gough, Executive Producer Michael Ahmadzadeh, Producer André Rodrigues and The Iconic in-house creative team. electriclimefilms was able to work with Werner Winklemann, the last film processor in Australia, to develop the film.
It’s an upbeat spot, focusing on a group of friends getting ready to go out for a day of fun. They all go through their routines: putting on makeup, doing their hair, trying on clothes. It even ends in a throwback rooftop dance party. It highlights the shop’s extensive online collection. However, it’s the film’s vintage charm, great soundtrack and overall aesthetic that really shines through.
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