Um…huh? All of this just to promote a “lame” t-shirt? Seems like a lot of effort to us but when you set an artist and a filmmaker free, unhinged by those nasty account executive types, this is what you get. All to promote a Love is Lame t-shirt.
We’re not sure we actually agree that love is, in fact, lame but we do like the quirky effort this piece of creative exudes in a effort to at least get us to buy a t-shirt that argues the point. Of course, because the work is so quirky, it could be flying over our head and, in fact, be endorsing love. More likely, it’s reflective of someone’s less than successful travels on the path to love.
We wouldn’t be doing the work justice if we didn’t include some very important words from the director, himself, Karred Alterman, who said, “When you create spot for an artist, you have much more freedom visually – instead of focusing on branding, target demographic and the usual bull shit involved with advertising. Even though we were selling a product, I was much more interested in emphasizing the emotions and technicality of the silk screen process.”
Ah, yes, the bullshit of advertising. The business’s nasty habit of insisting everything be codified with a Mission Statement, Creative Brief, USP and, of course, a Focus Group.
