Alexander Pankiv-Greene and I co-created this fashion film in our second year of university as part of a photography brief. We directed, edited, videoed, and photographed together. Alex made the music, I came up with the concept and ‘acted’ in the fashion film which resulted in having Hermes tattooed on my head as the big reveal. No one else was going to do it so I thought I should! Our brief was to make Hermes appeal to a younger target market. We wanted to create something that wasn’t about sex or money- as so many commercials are. We aimed to capture what it is to be young and creative and full of surprising ideas. The footage was edited in a manner which only gives the viewer a few seconds to look at a frame before moving on to another, encouraging them to focus on how the movement between various stills makes them feel. The use of a hand held camera conveys authenticity in the shaky movements and grainy quality of the image.