(06)
MCM‘
Autumn Winter 2022
(2022)
The overall concept of the MCM AW22 Campaign film is the idea of a futuristic MCM gallery space: a stunning location where we get to experience the current collection in a series of unique, heavily stylized rooms. Based on this overall approach that hints towards the Metaverse, it’s a fascinating and colorful space where digital and actual realms intersect: our stylized and hyperreal art-space environment not online points towards a unique online experience; it’s also brought onto the screen via the deconstruction of said space – as it’s broken down to merge with reality eventually.
Originating from the idea of the initial Fragrance Campaign that already featured one of these unique rooms – the golden mirror room representing the essence of the perfume –we came up with two additional spaces, each representing another critical element of the MCM identity.
Produced by Modest Department
Directed by Felix Aaron
Framed by Konstantin Mazov
Styled by Raphael Hirsch
Edited by Luca Roeser
Colored by Nicke Cantarelli
Sound by Luka Seifert
© Felix Aaron
Felix Aaron
(06)
MCM‘
Autumn Winter 2022
(2022)
The overall concept of the MCM AW22 Campaign film is the idea of a futuristic MCM gallery space: a stunning location where we get to experience the current collection in a series of unique, heavily stylized rooms. Based on this overall approach that hints towards the Metaverse, it’s a fascinating and colorful space where digital and actual realms intersect: our stylized and hyperreal art-space environment not online points towards a unique online experience; it’s also brought onto the screen via the deconstruction of said space – as it’s broken down to merge with reality eventually.
Originating from the idea of the initial Fragrance Campaign that already featured one of these unique rooms – the golden mirror room representing the essence of the perfume –we came up with two additional spaces, each representing another critical element of the MCM identity.
Produced by Modest Department
Directed by Felix Aaron
Framed by Konstantin Mazov
Styled by Raphael Hirsch
Edited by Luca Roeser
Colored by Nicke Cantarelli
Sound by Luka Seifert
© Felix Aaron