Alexander McQueen launches this film, “Sprint Trainer,” directed by Sophie Muller via production house PRETTYBIRD in the U.K., featuring the Sprint Runner sneaker worn by singer, songwriter and renowned dancer, Mettenarrative.
Inspired by Mettenarrative’s fiercely beautiful physicality, the film is the ultimate expression of empowerment through clothing. Mettenarrative wears a corset dress with oversized silver metal hook-and-eye detailing and an asymmetric drape skirt in both black and tea rose satin. The dresses are teamed with the McQueen Sprint Runner in classic white.
Having toured with Pharrell Williams, Mettenarrative came to prominence in the music video for Lemon by N.E.R.D., featuring Rihanna. Mettenarrative has appeared as an actress in Hustlers and in The Old Guard and from 2019 and throughout the pandemic she focused her talents on song writing.
"Sprint Trainer" is the 2nd out of 3 accessories films directed by Muller and commissioned by Sarah Burton for Alexander McQueen.
“Sprint Trainer” is about the physicality, rhythm and emotion of movement. Mettenarrative is incredibly powerful and athletic throughout the film, pushing herself to the limit–beautiful yet authentic and emotional in her desire for physical perfection. This was achieved by using different camera speeds and angles, whilst capturing the emotions and character of Mettenarrative as the object of our fascination.
PRETTYBIRD UK co-founder Juliette Larthe was executive producer, with head of production Fiona Bamford-Phillips and producer Benji Landman.
Director Muller’s extensive body of work includes music videos for Rihanna, Radiohead, Gwen Stefani, Beyoncé, Bjork, Coldplay, Bebe Rexha, P!nk, The Cure, Kings of Leon, Nelly Furtado, Maroon 5, Alicia Keys, The Killers, Morrisey and Beck to name just a few. Muller has also shot stills campaigns and album covers for artist including Sade, Sophie Ellis Bextor and Gwen Stefani.
More recently Muller’s career has expanded into commercials, working on TV campaigns for global clients such as Lexus, Mastercard, L’Oreal, Target, Venus and Reebok as well as shooting stills photography projects within the advertising and fashion industries.
CreditsClient Alexander McQueen Sarah Burton, creative director; Paolo Cigognini, chief communications & marketing officer; Calandra Caldecott, global digital communications director; Judith Paternoster, head of production; Aliia Galimova, production/ Yasmine M’Rabet, production coordinator. Production PRETTYBIRD Sophie Muller, director; Juliette Larthe, co-founder UK/exec producer; Fiona Bamford-Phillips, head of production; Benji Landman, producer; Joel Honeywell, DP; Clara Paris, 1st AD; Nancy Brown, art director; James Norton, design; Sid Barton, wardrobe; Ali Pirzadeh, hair artist.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More