Droga5 tapped director Mike Mills to direct this delightfully obscure, artsy film for Clos19, a new lifestyle retail platform from LVMH Moet Hennessy.
The short, titled "Bring Them In," couples vibrant images--closeups of lush floral arrangements, black-and-white shots of a curious group of individuals--with poetic, somewhat cryptic voiceovers that suggest different kinds of relationships, from friendship to romance.
"Clos19 and Droga5 wanted to remind people about the value of authentic friendship and that Clos19 can help you create those precious moments," Executive Creative Director Alexander Nowak explains in a statement. "Memories filled with laughter, tears, arguments or simply the joy of sharing a moment without saying anything. To bring this insight to life, we decided to take an intimate approach with the film, highlighting the universal, indiscriminate nature of friendships, and the magical feeling we experience with the people we love."
Most of the characters featured in the film are connected in real life. The casting helped bring to life the film's intent to showcase authentic, close relationships between people. The idea stems from Droga5's findings on shifts in consumer behavior--such as the rise in e-commerce purchasing to young people's increasing tendencies to stay in on nights and weekends.
The campaign is running on digital channels and social media platforms. Out of home and print executions will also roll out through the end of the year.
Director Mills is best known for his indie films such as "Thumbsucker," "Beginners" and the Oscar-nominated "20th Century Women." Composer Roger Neill, who created the soundtrack for the last and for Sofia Coppola's "Marie Antoinette," scored the Clos19 short.
Clos19 first debuted for the U.K. market in April of this year, but opened for the U.S. this week. The site is an online retail destination offering luxury wines, spirits, champagnes as well as experiences.