I believe Imperfection today is a strong macro trend emerging in opposition to mass manufactured, standardized objects and ideas.
It seems that one of the themes within Imperfection as a beauty trend can be associated with tribal attributes, such as body decorations and crafts. Hand-made, organic and spiritual, such elements are distanced from everyday cosmopolitan reality so they may seem coming either from far in past or future, or even from other civilization.
Being givenan assignment to create a space that can be described by a word ‘dream’, me and Emilia thought that it all should be about activation of viewers’ subsonsciousness and about escape. Using cottons and a mirror, we created a space containing no particular objects or shapes that would attract one’s attention, but an environment where an eye has nowhere to focus. So looking inside, a viewer sees one’s own reflection in the mirror through fluffy layers of cloudy cottons, getting an opportunity to clear one’s mind and become intimate with oneself for a moment. And we believe that is when the dreams come.
This is execution of D&AD brief for Maggy’s care center promo video, which had to communicate that architecture inspires people, helping them to get well sooner. My London College of Communication’s classmate, Sasha came up with the idea to use dance as a metaphor for freedom and creation, and show that people who may feel weak and discouraged get more confident and inspired in beautifully designed places. In the video I am dancing in my university’s building, and it actually feels good!
Shoot and montaged by anoter LCC student, super proffessional Maria Kolchina.