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Free Spirits & Fashions That Inspire Them In Short For Geren Ford

08 February 2012

Costume Designer Casey Storm takes a seat in the director's chair to helm this celebratory short film for lifestyle fashion brand Geren Ford. Storm, whose credits include Being John Malkovich, Adaptation and Where the Wild Things Are, teams up with designer Geren Lockhart to direct a series of short films inspired by her Spring 2012 collection. Our Mill L.A. team, creative directed by Phil Crowe and led by 2D Artist Steve Cokonis with Margolit Steiner assisting, handled numerous FX the 150-shot short film. Final Cut's Matt Murphy edited.

Cokonis explains the job encompassed adding practically shot fireworks and smoke for the 4^th of July party and setting a flaming typographic treatment for the end frame logo type. "Perhaps our most notable efforts are the design and implementation of a camera flash and still frame photograph effect that was used to highlight the clothes throughout the video," he adds.

The Mill's Gregory Reese graded the film, adding a bit more contrast throughout to give the scenes a touch of fashion spread-type feel. "We did an overall grade at the end, focusing especially on enhancing the photographic feel of the camera flash in the still images throughout the party," Reese says.

Lockhart and Storm seem to be onto something. Together their aesthetic evokes the mischievous, playful and uninhibited spirit associated with a particular time in life. Or a funky new Geren Ford outfit!