Commissioned by Selfridges Hot Air.
What happens when three film directors tackle one theme - strength? Three very different interpretations combined into one compelling film.
The latest launch from Selfridges' broadcasting channel Hot Air, the film explores the subject of our latest campaign, Strength, through the eyes of three acclaimed directors:
CONTROL
Selfridges' Resident Film Director Kathryn Ferguson features the skilful drumming of new music talent Georgia and her track "Move Systems", married with the powerful rhythm of an all-female dance crew. The film combines strength sonically and physically, resulting in an immersive and explosive feast for the senses.
POTENCY
As one of our oldest, strongest and most-storied fabrics, Elisha Smith-Leverock explores the potency of leather - its strength and suppleness, lived in wrinkles and untouched smoothness.
POWER
'Champions are made from something they have deep inside them - a desire, a dream, a vision.' Inspired by this quote from Muhammad Ali, Ruth Hogben explores focus, endurance and mental strength in her portrait of boxer, Laurence Amaah.