A Video

Let’s take pause and realize this is a perfume ad. A perfume ad! Directed by Spike Jonez and starring Margaret Qualley of Leftovers fame. That within itself is notable. As more and more advertiser shift to branded content, the creative, concept, and talent are the difference between being watchable and art.

This 100% is the latter. It breaks boundaries, challenges what is normal behavior, and is just pretty darn fun to watch. Qualley’s acting is mad, unexpected, but some how still sweet and lovable. I want her to be my friend. And that dress! Conservative while sexy, flowing in all the right ways, the ultimate¬†Jekyll¬†and Hyde ensemble. It is everything.

First, I really think I should have lived in the past. I’ve always had a fascination with the 1930’s so I was sold from the title. But what it doesn’t tell you is the skill and the craft that is needed to not only learn but play these complicated instruments built largely of wood, metal, and strings, that all look so crude and sound so different. The result is a hauntingly beautiful found sound that makes New Order’s almost entirely digitized track re-energized by the hands-on hardware of the past.

It is insanely impressive how creator Daniel Cloud Campos was able to make something as flat and lifeless as clothing and make it come to life in such a realistic way. The familiarity of just a crinkle or fold in the fabric brings so much depth to the characters. Yes, clothes are the characters and it is awesome.