The brief
A fashion house commissioned short social content around a collaboration with the painter Christiane Kubrick. That was the brief as written, and it is the brief most of this kind of work stays inside.
What we ran
It did not stay inside it. Jonathan Anderson watched what was being made and suggested a screening instead of a social cut, which turned a content deliverable into a film with an audience and a running time. That is a change of format mid-production — a different shooting approach, a different edit, a different length — and the reason it was possible is that the person filming it was also directing and cutting it, so there was nobody to renegotiate with.
Scope
Deliverables
Result
It premiered at Il Cinemino in Milan with MUBI, following JW Anderson's Men's AW24 and Women's Pre-Fall 24 shows. A brand asked for social content and ended up with a film that screened at a cinema — which is the case for letting a documentary crew take a commission, and the reason this is the one to point at.
The creative stays yours. The production becomes ours.
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