Promotional films have grown beyond ad films, particularly so for luxury brands. The fashion houses have shifted to short films as it has greater impact on the social media platforms. Now the hospitality industry also seems to have caught on the trend. Luca Guadagnino, the Italian director who wrote and directed “I Am Love” (“Io Sono L’Amore”) has been commissioned by Starwood Hotels’ Luxury Collection brands to film a love story. It’s no doubt a promotional film but everyone working on it swears that they have total creative autonomy.
The film will have duration of three to four minutes only and the locations expectedly are some of the best Starwood luxury hotels like Hawaii, Vermont and Phoenix. The tentative title of the film at the moment is Here. The short film trend has taken deep roots in the fashion industry. Practically every brand is doing a short film. There are so many short fashion films being produced these days that you now have a Fashion Film festival in Paris each October and even in markets like India you now have fashion films. Big name directors have moved in to support the trend.
Mike Figgis, who directed the Oscar-winning “Leaving Las Vegas,” has shifted base to London and is in great demand for short films by luxury brands. The director says he prefers it to Hollywood. Starwood’s luxury hotels are very close to the fashion fraternity. They have backed emerging designers like Sophie Theallet and have hired designers as brand ambassadors. Jewelry designer, turban wearing Waris Ahluwalia is also their brand ambassador and he became instrumental in developing the idea of a short film for Starwood Hotels. Supermodel Agyness Deyn is playing the role of a young woman in love taking a world trek from one Starwood luxury location to another.