LA-based BRW USA Director James Lima shatters fashion rules with menacing models in this 1:26 fashion film, “Modelgeddon,” for LOVE Magazine and Versace. The fashion film features four designer-clad models tenaciously tearing down entire buildings as they strut through the computer-generated city with attitude. “Modelgeddon” was conceptualized by Lima for Editor in Chief Katie Grand of LOVE Magazine and Donatella Versace for the Versace Fall/Winter 2010 line and premiered in conjunction with the Versace runway show at the September Milan Fashion Week. Lima and Grand also previously collaborated for LOVE Magazine and Prada on the praised fashion film, “The LOVE thing.”

The internet is re-inventing branded content and traditional commercial formats. Director James Lima is one of the first to tackle this unique long form film/advertising in the fashion industry. Says Lima, “At the end of the day, clothes are about movement. Shooting models on green screen gives me total control. The photo real environment is as surreal and fantastical as the theme of the collection.” Lima is enthusiastic about being at the start of this new trend in media, stating, “I am exploring a new kind of experience, a new kind of media, restrictions are removed, possibilities are embraced. The fashion industry is driven by dreams.”

The fashion film opens with the supers, “Love,” and “Modelgeddon” and then cuts to shots of the models intrepidly advancing towards the camera with fearless attitude. We then cut to shots of the models being introduced in a classic disaster film-like manner, dramatically freezing the frames in motion as they unveil, “Julie,” “Alessandra,” “Claudia” and “Ana Beatriz”. Next, we cut to shots of the models sensually posing on the artificial city’s streets as the buildings begin to shatter all around them. We then cut to shots of the empowered models emphatically kicking down the crumbling buildings. The short film closes with the models ominously standing atop the piles of ruins from the collapsed city and Ana Beatriz delivering a swift kick to the camera with a blackout finish.

Lima made a splash with his first fashion film “Trembled Blossoms” for Prada and continues to explore the boundaries of this developing genre of fashion advertising with such famous and respected designer labels as Prada, Zegna, Versace, Loewe, Versus, and Louis Vuitton.

About BRW USA, BRW FILMLAND AND INDEPENDENT

BRW USA is a creative content production company founded by Andrew Traines, Gianfilippo Pedrotti, Michele Nocchi and Marco Bussinello. The L.A.-based shop is home to a team of seasoned producers and A-list directing, design, VFX and interactive talent. The diverse collective offers integrated creative solutions for agencies, brands and the entertainment industry. With its sister companies Independent, London and BRW FILMLAND Milano, BRW USA has a reach that extends to Europe, South America and beyond. BRW USA is able to employ top talent from around the world to ensure the finest work at the most cost-effective price.

Established in 1974 as BRW & Partners, BRW was the first commercial production company in Italy to work with only the best American and British directors, and quickly became one of the most award-winning production houses in Europe. Currently run by Marco Bussinello, the company changed its name in 2009 giving birth to BRW FILMLAND.

INDEPENDENT (LONDON), headed by Jani Guest, is recognized as one of the UK’s top production companies with a wide array of top-tier talent in both live action and animation.

Credits:

Client: Versace, LOVE Magazine
Title: “Modelgeddon”
Length: 1:26
Airdates: Currently Airing
Director/Designer: James Lima
Creative Director: Katie Grand
Executive Producer: Max Brun
Producer: Cathy Gallagher
Models: Alessandra Ambrosio, Julie Ordon, Claudia Mason, Ana Beatriz Barros
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