For H&M’s new promo film starring British singer Lana Del Ray, the brands latest ambassador, the global fashion company hired Swedish director Johan Renck.
To fulfil H&M’s brief, production company RAF, VFX/Post company MPC and Renck created a film in which Del Rey pays homage to David Lynch in a cover of the 50’s classic ‘Blue Velvet’, the song popularised by Bobby Vinton in 1963, for which the advert will also be a showcase.
MPC worked on both the post and LA noir inspired grade for the film. The 30 second ad first aired on TV on 17 September, with a longer 2 minute version running online.
MPC’s director of colour grading Jean-Clement Soret commented on the work: “It was shot on 35mm film - as is the case on high profile projects such as these,”
“The grade was referring to film noir, so the brief was to create a dark, low saturated fashion style, with subdued hues and pastels. I had a good idea of what Johan and the H&M creatives wanted as I have worked with them many times over the years.”