Philips teamed up with Kvadrat Soft Cells and created a visual fantasy: luminous textile. The innovation gives architects, interior designers and lighting specialists an opportunity to expand their ideas spectrum with new possibilities of enhancing space with ambient light, texture and even dynamic content.
Philips
The story of close relationship between brands and cinematography started nearly at the same time as the cinema itself was born—in the beginning of the movie era, the big companies promoted their products though short clips which were screened before movies. Now it’s not that easy to tell for sure for which product the pioneer ad was created, but according to a range of sources (IMDB is one of them), the first filmed advertising for a today’s global brand was shot for Dewar’s Scotch Whisky (1897). Today, connections between filmmaking industry and brands go beyond this simple presence and include a lot of examples such as much discussed product placement, festival sponsorship and opening cinema clubs, cinema-related advertising campaigns, collaboration with filmmakers on commercials, and creating movies under brands’ supervision.
This summer, Philips and the renowned director/producer Ridley Scott launched a global filmmaker competition dubbed “Tell It Your Way” following its Cannes Lions award-winning short-film project “Parallel Lines.” The entrants were given a freedom of expression and could take up any theme they wanted, still there were two strict rules—there had to be the exact six-line dialogue as it was in the Parallel Lines films, plus the entries could last no longer than three minutes. Now, with the selection period being over, it’s time to announce the winners.