zoewithdots

BRB Taking a content breather (the importance of slowing shit down)

Minor Victories video for "A Hundred Ropes" is one shot at an extremely slow pace. It’s super beautiful and really stands out as the viewer needs to stay engaged to release what is unfolding. 

The slow animation of the video is a welcome relief for tired eyes. As band member Justin Lockey points out in this interview on Pitchfork, the endless stream of busy fast paced content we are bombarded with everyday is sometimes a bit too much:

“Basically the way I see it, we're at a point where music videos or as they are most commonly known as nowadays "bits of content for the internets" are so crammed with narrative with an insane and relentless amounts of cuts / editing etc to keep you interested that it's become the norm to Tony Scott the fuck out of every single frame these days...(we know as we are definitely 100% guilty of this on numerous occasions in the past!) But nowadays to be totally honest it just gives me a massive fucking headache watching music videos most of the time!”

I’m excited to experiment with this for for brands and use super slow videos on YouTube/Instagram. Any takers?

Santigold’s interactive vid for “Can’t Get Enough Of Myself” appropriately uses webcam to feature pics of yourself on billboards, posters, in glasses of water, on toast - see where else you can spot yourself....

How Burberry are listening to their customers and making a stand for fashion in the digital age

I wanted to share this interesting interview with Christopher Bailey, Chief Exec and Creative Officer for Burberry. The piece from Business of Fashion explores Burberry’s choice to move away from SS/FW collections to ‘seasonless’ collections which are available for B2C market immediately after they are revealed on the catwalk. This means they will be able to maximise the buzz of the launch instead of having a five month down period between shows. 

It also works for the global customer base who ultimately don't really care about seasonal wear - they want products that work for them when they need them to.

Burberry have been progressive in adopting B2C marketing as part of their collection shows, using live streaming to create buzz for an event that was traditionally a private, closed affair, pre internet.

It’s so satisfying to see a brand actually thinking customer first and letting communications trends impact supply and demand. 

Burberry are moving in the same direction as their customers. By listening to what fans are saying and delivering messages in the places conversations are naturally happening they are making their lives a hell of a lot easier than those companies who are still confirming to archaic communications calendars just because that’s the way it is. 

The internet and social media allows such a wealth of information about your customer base, their changing needs and desires to purchase. Listen to it. Be flexible and adapt or be left behind.