Director Sasha Levinson has created a striking & energetic spot for Bloomingdale’s capturing what the holiday shopping season is all about. ‘Happening Holidays‘ recreates the fun and festive excitement of finding the perfect gift for loved ones. The last of a series of 9 branding and promotional videos for the retail giant, Sasha has gotten the opportunity to explore the world of Bloomingdale’s intimately. nn
nHer latest work for the holiday season can be found online here.n nThe spot begins with a beautiful couple entering Bloomingdale’s 59th street flagship location, eager to start their shopping frenzy. “I came up with the concept titled, “In One Door”.” Bloomingdale’s..loved the idea of shooting in the iconic 59th street store” says Sasha. We follow them on their adventure through different departments, crossing items off their long list, while exploring gift categories of tech fashion, luxury, cosmetics, men’s gifts, and shimmery evening wear. The couple even indulges in a few gifts for themselves. “The idea was to follow a glamorous couple, almost a modern day Carrie and Big(Sex & the City), on a romp through the store as they cross everyone off of their insanely diverse holiday gift list.” Sasha explains of the original concept. The beautiful couple’s enthusiasm is infectious, and we get a sense that the Bloomingdale’s customer is someone not only of impeccable taste, but who loves to have fun. For them shopping itself is a party, and a DJ spinning tunes confirms this.n nOne of the themes ‘Happening Holidays‘ explores is the tie-in between Bloomingdale’s digital catalog and their in-store experience. Through split screen visuals Sasha connects her characters engaging with products in the store and finding them online. It speaks directly to the way we live and shop now, and integrates Bloomingdale’s online experience beautifully. “Bloomingdale’s creative director Audrey Nizen and I began to discuss this notion of the virtual door and how we could bridge this aspect of their business into the creative seamlessly. This is how we began to travel down the road of interweaving our lead character pre shopping on her iPad.” Sasha connects life and virtual reality by capturing her characters accessing Bloomingdale’s iCatalog app on their iPad, and gifting on-the-go with the Bloomingdale’s Big Brown Bag app for iPhone. n nSasha has brought the brand to life with her storytelling talents in her previous work for Bloomingdale’s, and ‘Happening Holidays‘ is no different. The spot is simultaneously happy, upbeat, and cool, while conveying the idea that Bloomingdale’s is the place to shop for gift giving. Set to catchy energetic music, Sasha perfectly captures the feel good vibe of holiday shopping in clever and whimsical tones. “I really tried to capture the romance that one feels when they are caught up in the shopping moment- the way the imagination is sparked when we lay our eyes on an object of desire.”nnCreditsnClient: Bloomingdale’snTitle: ‘Happening Holidays‘nnProduction: Lost Highway FilmsnDirector: Sasha LevinsonnExecutive Producer: Marc RosenbergnProducer: Barry Fink nnEditorial: wild(child)nnLost Highway Films is a television & film production company specializing in commercials, webisodes, internet content, virals, and promos. LHF understands client’s goals creatively and can provide amazing production value and support. Director Sasha Levinson rounds out the LHF roster comprised of Todd Bellanca, Caitlin Felton, Elma Garcia, Eddy Chu, Michael Patterson, and Peter Rabot. For further information contact LHF call 212.242.7400, e-mail here or visit our website at www.losthighwayfilms.com.
Contact:
Brandon Rosenberg Lost Highway Films In House Sales o.212.242.7400 c.917.744.5669 Contact Brandon via email www.losthighwayfilms.com
Contact:Lisa Schreiber-Naber Boardalicious West Coast Sales o.310.376.8656 c.310.480.4596 Contact Lisa via email www.boardalicious.com
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More
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