How to so advertise effectively on social media?
You don’t.

This is what I consider the future of effective advertising: not selling anything at all. As a filmmaker working in the Ad industry, there has been an overwhelming shift from making big, broadcast TV spots to creating content for social media, which no one seems to know how to effectively do and for good reason: it's hard to sell product to product. Regardless if you are consciously trying to be a brand or not, everyone that participates in social media is selling themselves to their audience by curating what we post. We are all advertisements if we like it or not. All The Pretty Things takes the world of Instagram and brings it to life.

It was my goal to see if you could use product to sell other product, basically create a lifestyle that you could buy into, much like we do online. Reaching out to over a dozen hand picked luxury brands, every item in the film was donated to be used in the film. This is not product placement, this is narrative that is centered around product. To make the product as much a character as the actors I chose to omit any dialogue so that they all had to speak the same language, effectively making the brands motivate the plot as much as the characters. Creating an immersive, shiny, fun world for all these diverse products to play in is extended into the casting as well, having not chose any professional actors to be in the film. Dancers, photographers, even directors of F&B of huge hotel chains are our subjects, each bringing in their own audience of diverse viewership to explore this colorful world.

Olivier Rassonoux our lead is the Senior Director of Marriott F&B, and is a highly celebrated chef and beverage master. The radiant Scarlett Kapella is a dancer/model from the world famous Jumbo’s Clown Room who I think is simply brilliant. Jiro Schneider is a well known fashion and celebrity photographer, and Khuong Phan is the engine behind the Ace hotel’s success. This recipe for bringing powerful professionals into the creative world is a brilliant way to get the film organically enjoyed by a much more actionable demographic, because it is coming from inside their own audience base. Besides, Fellini knew using real people was always more fun.

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The result is a film that isn't a commercial, and an ad that isn't a film. Walking this non-existent line is left up to the viewer, allowing them to discover product organically without being sold to. Just letting product exist in the world to me is the strongest selling point, especially when it comes to something as fickle as social media. With over a dozen festival wins, and a staggering number of views from a very diverse set of origin, I'm excited to find out how many others also think these are all very pretty things.

All The Pretty Things:

Mamiya 23 …
Pink Whip …
Eyewear: …
Sandwitch …
Cellphone …
Menswear …
Vintage Rolex …
Switchblade …
Magic Token …
Camera Holster …
Deerskin Gloves …
Custom Helmets …
Ducati 750ss …
Royal Enfeild Himalayan …
Motorcycle Boots …
Vintage Stanley Drink Valet …
Hat …
Glassware …
Negroni …