Loom’s online and physical worlds collided to create an entirely new and engaging shopping experience. From the pavement to the packaging, passersby and loyal customers were exposed to a new realm of retail that went beyond a simple purchase. By developing a highly integrated experience, we helped to establish Loom as a hub for innovation, whilst setting a new benchmark for immersive retail in South Africa.
Creative director: Michael Zylstra
Technical director: Rigard Kruger
Developers: Jennifer Cohen, Warren Hall
Art director: Michael Tymbios
Copywriter: Gemma Cowan
Designers: Michael Tymbios, Simon Nicholson, Emma Cook, Daniel Ting Chong, Adam Hill
Studio Producers: Mignonne Saaiman, Zonica Strydom
Production Company: The Institute of Amazing Shit
Director: Duvan Durand
Editor: Duvan Durand
Design, Fabrication and Installation: The Michael Elion Company
Out of inspiration by way of the late Edward Gibbon and his text "The Decline And Fall Of The Roman Empire I", this poem and corresponding visuals were born. This mood/narrative short aims to explore the ideas of inspiration, innovation and perseverant passion.
All footage available for licensing at filmsupply.com
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Writer + Director + Editor // Max Zoghbi
Director of Photography // Sam Windell
1AD // Bonnie Kate Zoghbi
Sound Design // Adam Lewis
Voice Over // Adam Behr
Talent // Ben Johnson
Score // "Found" by Ryan Taubert
Camera // Red Epic Dragon
Movement // Freefly Systems Movi + Tero
// The Fire of Genius //
There's a fire in each of us, it waxes and wanes;
bends with the storm, and even dances at times.
Hardly content to die, it climbs higher still, giving all away.
It guides the pioneer when his lucky stars fade.
And gives meaning to the darkness, in all its fury, in all its rage.
When inconvenience convenes, it shines with a bright silence.
Lifting the eyes of the weary traveler, and pointing him homeward, it thrives.
But long before the fire inside can blaze it's fiery trail.
That quiet spark needs a proper vessel, so without relent the fire of genius may burn, burn;
keeping the horizon ablaze for the rest of us.