Hong Kong Ballet | ‘Tutu Academy’ by Design Army
If there’s ever a chance to see the Hong Kong Ballet in the flesh, by all means, take it. If not, watch (and rewatch) this stunning short film that celebrates its 45 years in business and debuts a new training program. The long-time agency and brand partners, well-versed in genre-hopping, have landed somewhere between fantasy and sci-fi for the latest marketing effort. Along with the sheer entertainment value—eye-popping visuals and gravity-defying moves—the video gives another master class in how to promote classical dance to contemporary audiences. –T.L. Stanley
Thinx | ‘12 Hour Period Road Trip’ by BBDO LA and BBDO Atlanta
Natasha Leggero and X Mayo star in this Girls Trip-style short film for period care brand Thinx that combines a product demo with cheeky improv, slapstick humor, and sight gags, set against the urban sprawl of Los Angeles. Coming up with an alternative tagline, “Comedians in Cars Testing Panties,” was laughably easy. The friends, who were actually on their periods during filming, ad-libbed and road-raged their way through LA’s notorious traffic while keeping up a free-flowing conversation. And we’re all the better for it. –T.L. Stanley
Loewe | ‘Decades of Confusion’ (in-house)
Many people over many years have been confused about how to pronounce the name of luxury fashion house Loewe. The brand is in on the joke in a short film starring Dan Levy and Aubrey Plaza, written by Levy, and directed by Ally Pankiw. With deadpan humor, quirky characters, plenty of wigs, and iconic looks from the Loewe archive, the film captures awkward moments at spelling contests through the decades, taking viewers on a journey through the brand’s history. It is also refreshingly funny and self-aware for the typically austere luxury category. –Brittaney Kiefer
