Labbà©’s first project at Identity, titled Streaker, is a four-minute long-form piece that supports Ray-Ban’s Never Hide campaign. The project came from Chuck McBride at Cutwater and is part of a series of short films that will be virally distributed to establish and support a new culture for Ray Ban customers. Streaker, which was created, written, and directed by Labbà©, turns the world of hiding behind material completely inside out. The story, told in a black-and-white style that pays reverence to artistic French filmmaking and cinematography, follows a nude man as he wakes, eats, and moves about his home, building intrigue as he scours for his clothes and glasses. Finally getting dressed, he is launched into an entirely nude outside world with stares, pointing, and onlooker-gawking at his clothed body. Labbà© was able to create an intricate never hide message in a subtle, yet effective film to support Ray-Ban’s branding. Commenting on the experimental long-form piece, Labbà© notes, “The content medium really gives filmmakers an opportunity to takes some risks in telling a brand’s story. In this format, we were able to add some layered depth, irony, and coolness to the message to better connect with the web-content culture.”
The long-form piece is part of a continued run of major commercial projects for Identity, who also recently completed long-form for Morgan Stanley and Nike. Identity is represented by in-house sales representative Becky Donahue on the east coast, and by independents Marguerite Juliusson and Dana Balkin for the midwest and west coast markets respectively.
Sections: Business
Topics: Press Release City
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