The V&A’s ravishing new film celebrates humanity
adam&eveDDB and director Georgia Hudson create a beautifully strange and sensational campaign for the London museum.
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Credits
View on- Agency adam&eveDDB/London
- Production Company Park Pictures/London
- Director Georgia Hudson
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Credits
View on- Agency adam&eveDDB/London
- Production Company Park Pictures/London
- Director Georgia Hudson
- Producer Sally Patterson
- Art Director Xander Hart
- Chief Creative Officer Richard Brim
- Chief Executive Producer Mat Goff
- Copywriter Edward Usher
- Creative Director Mark Shanley
- Producer Kreepa Naisbitt
- Executive Producer Fran Thompson
- Production Manager Fred Deedes
- Editing Trim
- Editor Paul O'Reilly
- Post Production Time Based Arts
- VFX Producer Sian Jenkins
- Colorist Lewis Crossfield
- VFX Shoot Supervisor Matt Shires
- VFX Lead Supervisor/2D Artist Matt Shires
- DP Seamus McGarvey
- Producer Kelly Brown
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Credits
powered by- Agency adam&eveDDB/London
- Production Company Park Pictures/London
- Director Georgia Hudson
- Producer Sally Patterson
- Art Director Xander Hart
- Chief Creative Officer Richard Brim
- Chief Executive Producer Mat Goff
- Copywriter Edward Usher
- Creative Director Mark Shanley
- Producer Kreepa Naisbitt
- Executive Producer Fran Thompson
- Production Manager Fred Deedes
- Editing Trim
- Editor Paul O'Reilly
- Post Production Time Based Arts
- VFX Producer Sian Jenkins
- Colorist Lewis Crossfield
- VFX Shoot Supervisor Matt Shires
- VFX Lead Supervisor/2D Artist Matt Shires
- DP Seamus McGarvey
- Producer Kelly Brown
Right now, it could be fair to say our species isn’t living its best life.
Humans seem hellbent on wreaking havoc and destruction – both environmentally and through pointless war. So films like this are a welcome reminder that maybe we’re on this planet not just to procreate, but to create beauty.
Titled Creativity – it’s what makes us human, the gorgeous video, produced by Park Pictures, promotes the V&A’s many treasures and exciting events with the story of a mannequin encountering incredible art, design and performance inside the museum’s iconic South Kensington site.
Behind the scenes from the making of the spot.
As the mannequin, dancer and lead choreographer Max Cookward journeys through the galleries to a haunting soundtrack from artists including FredWave, they meet other dancers along the way and gather energy and momentum while interacting with V&A treasures, from Michelangelo’s David and William Morris' wallpaper to contemporary works by Virgil Abloh, Christian Louboutin and Grayson Perry.
Mark Shanley, Creative Director, adam&eveDDB said: “There are not many brands for whom it makes sense to create art rather than advertising. But we truly agree with the V&A’s central belief that creativity is what makes us human. So we haven’t created an ad for the V&A, instead we’ve partnered with artists to create a piece of art that celebrates creativity and humanity.” we’ve created a piece of art that celebrates creativity and humanity.”
