SCATAFASHION Series 1: “It’s been dark for too long”
“It’s been dark for too long” – Sacatfashion Series1
In a modern era of restless social media, emotional reality and digital becomes blurred. Going from traditional “tumblr” like photos, and digitalized photography trends such as glitches, destruction, and strong color blocking schemes of un-comfort, FLATMIND, an Italian film production house based in Shanghai collaborated with Yanie Yangsen Durocher, a fashion lifestyle millennial influencer, THE MARGINALIST, who drives brand amplification bridging the east with the west, to create a set series of emotionally charged films targeted towards social media (SM) platforms and brands.
Everything happened in ONE WEEK, from the inception to the creation, starting with the first meeting of FLATMIND with Yanie: casting, storyboard, pre-production, shooting, editing, and original soundtrack composition (by Dinosaurs and I) resulting in a super accelerated production in line with the momentum of SM, the need of posting in trend content NOW.
For this project FLATMIND wanted the concept and the message to be strong and provocative, but also in alignment to the reflection of China’s modern society; succumbed with the need to “succeed” in a fast paste digital environment, pressure and emotional dis-balance is more apparent than ever. Programmed to abide to traditional societal rules whilst having the eagerness and need to find one’s true self creates a contradictory paradox amongst the millennial generation. “We wanted to have the freedom of using our own style with no interferences. I believe this will become part of what will be the new trend of lifestyle advertising in the next year” says Roby, founder of FLATMIND
An extension from the traditional “Instagram/ tumblr” photos and gifs we currently see on SM were created through a dynamic mini clip inspired by the latest research on Instagram feeds related to disruptively strange images that create emotional shock and mental disconnection.
Translating and transforming this current into moving images that also reflects the current wave of the fashion industry; “strong personality contrasts, feminism movement, mixing the high with the low, subtle elements of post-sovietism mixed with street wear grunge.”- Yanie