Swell, a NYC based full-service creative agency is known for their disruptive approach and striking content. Swell’s recently launched fashion film, ‘Entropy’ was directed by visual auteurs, Tarik Malak and Timothy Douglas and edited by Michaela Dosamantes. ‘Entropy’ is a direct reflection of the agency’s creative, yet strategic philosophy.
Created for CR Fashion Book, the film features Childish Gambino’s “Zealots of Stockholm” and high-end models such as Pauline Hoarau and Kremi Otashliyska. ‘Entropy’ cleverly leverages digital technology to showcase fashion in a highly sophisticated and refined manner. Perfect synchronization of music and camerawork (with various speed and movement), allows the film to immediately command attention and deliver a narrative in a highly engaging manner.
The meticulous commitment to detail is evident from the very first second. Ten separate shots create a video showcasing a fashion dinner feat on steadicam using a Red Epic Camera. Alteration of the shots and the addition of new elements such as flames, pearls, glass and dust particles are all conducted in post-production. It is refreshing, exhilarating and pushes the boundaries of the traditional fashion ‘look books’.