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Rankin's climactic new film for Coco De Mer is definitely NSFW

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“Sex sells” is a cliché so run into the ground it's probably as old as advertising itself, but that doesn't make it any less true, and it doesn't mean that there are not still a few creative masterminds out there who are ready to milk something fresh and imaginative out of the concept. Enter the award-winning photographer and director Rankin (one name, like Madonna) and his sexually charged and evocative new film for fashionable 'adult' retailer Coco De Mer. Coming across like David Lynch's wet fever dream with a soundtrack that would make Trent Reznor blush, “X” (didn't pull any punches with that title did they) is effectively a darkly compelling 2 and a half minute music video that manages to be both sexy and disturbing in the best possible way. I don't know whether to be turned on or frightened, and that's ok!

The “X” film from celebrated photographer and director Rankin is part of a campaign from the risqué retailer Coco De Mer by TBWA\London

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The film is part of a campaign from the risqué retailer by TBWA\London that will be running online and nationwide in cinemas with selected programming from this week, though presumably not before the latest Disney film. It was shot by an ensemble of directors and photographers including Rankin, Vicky Lawton, David Allain, Damien Fry & Joe Hunt, Trisha Ward and Bronwyn Parker-Rhodes. The idea behind the film is to immerse the viewer in the deepest desires of the erotic imagination, with a veritable roller-coaster ride of images, from seemingly banal everyday moments to evocative images of Coco de Mer lingerie. The film is also spliced with a selection of historical images, hilarious double entendres (the classic erupting champagne bottle, a coiled snake, etc. etc.) and subliminal messages. In other words, every trick in the book is thrown at you, and surprisingly, most of them stick.

X” by Coco De Mer

TBWA\London creative director Walter Campbell, who spawned the initial concept for the film, said of his creation: “As masters in the art of longing and yearning, Coco de Mer were in the perfect position to encourage a more progressive and liberated viewpoint for those who are interested. The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies, to reignite that connection.” Lucy Litwack, managing director at Coco de Mer, added: “We want to set a conversation in motion that talks about what is actually inspiring the mind to return to the notions of sexual delight. The core of the campaign is Coco de Mer’s real commitment to creating a more vital, more beautiful erotic landscape through which our audience can explore.”

The shocking 2 and a half minute film comes across like David Lynch's wet fever dream with a soundtrack that would make Trent Reznor blush

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Rankin, meanwhile (known to his mother as John Rankin Waddell), who has worked with everyone from Miley Cyrus to Radiohead, said of the film: “What I loved about the concept was how it visualised the way in which we absorb information nowadays. It examines our appetite for visceral and engaging imagery, reflecting how we consume as quickly as a click. This film takes our obsessions and ramps them up to intense new levels. Rather than selling you a dream, we’re allowing people to feel like they’re in one, experiencing it live as they watch the film unfold.” What are your thoughts on the film? Does it go a little too far? Or is there something to be said still for using shocking imagery to rock the boat a little, and keep us on our toes? Sound off below!

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Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. Whilst he was researching this article, his girlfriend stumbled in on him and was apparently lost for words. It transpires there really is a first time for everything.

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