This film, for fashion retailer COS, showcases the AW15 collection through some unusual angles provided by a GoPro camera inside a hula hoop.
Created for COS by Dutch artists Lernert and Sander, the commercial is filmed in a circular, neutral-colored set, lit from above. (COS -- it stands for "Collection of Style" -- is part of Sweden's H&M Group. It is the more grown-up sibling of the main brand, with its own pared-down, minimalist identity.)
A man steps into the "O" from the word "COS," picks up the letter, and begins to use it as a hula hoop. From there we see a series of models hula-hooping as the camera switches back and forth, allowing the viewer to appreciate the clothes from the viewpoint of the GoPro inside the hoop, as well as from more conventional angles.
Lernert and Sander said in a statement, "We like to strip an idea to the bone and make the idea shine. So eventually our sets always look simple and monochrome. And that fits very well with COS." This is the duo's second collaboration with the Swedish retailer, which has stores in 28 countries including the U.S.
Hula hoop champion Marawa the Amazing helped cast models with a natural talent for the hula hoop, and also advised on technique during rehearsals and the shoot itself.