Cannes Lions
WAYS & MEANS, Los Angeles / KENZO / 2018
Overview
Entries
Credits
Description
It began with KENZO creative directors Humberto Leon and Carol Lim’s graphic, bold, and daring collection, their sartorial mediation on pioneering model Sayoko Yamaguchi and music icon Ryuichi Sakamoto.“We talked about Sayoko being the historic muse, and Ryuichi, who we love and are obsessed with, being our
modern muse,” says Humberto. The all-Asian cast runway show was groundbreaking and emotionally resonant. The torch was then passed to Yeah Yeah Yeah’s front-person Karen O. Karen composed a profound narrative with “YO! MY SAINT” a track that builds to an arresting crescendo and the fades into a gorgeous lullaby coda. Ana Lily Amirpour helmed the cinematic expression of the venture and worked closely with Karen. “Humberto and I are technically the producers,” explains Carol. “The beautiful part about this is it’s two women that decided to make this film together. It’s an amazing artistic endeavor and a conversation between two women."
Execution
Film trailers and teasers were cut and released on KENZO's social media channels. KENZO's celebrity talent and directors also released teasers on their socials. A microsite was created to discuss the backgrounds of the films with more info about the collection.
Outcome
YO! MY SAINT was released January 2018. The short represents KENZO having a continued cultural impact as a tastemaker and supporter of the arts.
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