Milan, 25th September 2011
In the world preview at the Teatro Litta, Corso Magenta 24, in Milan, Moncler presents the film “Don’t Steal the Jacket” by acclaimed director Bruce Weber.
This 24-minute film blurs boundaries between musicals, dreams, thrillers and adventures. From here the American artist and photographer draws inspiration to realize Moncler’s multi-subject Fall-Winter 2011-2012 campaign, which is composed, with a dose of irony, of 19 posters. Each one different from the next, together they sketch out a pre-story to the film, anticipating its characters and atmosphere.
The project as a whole underlines Moncler’s attention to contemporary art in its most original forms and translates it into a unique operation: it’s the first time that Bruce Weber has realized an advertising campaign starting from a film.
Flowers that shoot out of water pistols. A little girl with a sweet tooth who adores her puppy. Her very tall brother with a heart of gold. And a tiny Pomeranian dog. These are the protagonists of a plot in perfect Bruce Weber style. Eclectic, entertaining, surprising. A mysterious tale where what counts is tenderness and the impulse behind the action of taking care of others, whether they be people, animals or nature itself. Always with a biting, playful touch. An engaging plot accompanied by an original soundtrack created by the American band Radical Something.
And among the actors is Moncler. Transversal down jacket, completely immersed in the atmosphere and the story, both in the film and in the posters. To underscore the creativity of a brand that once again encounters art and fuses with it. Together with Bruce Weber, in a relationship that has continued for five seasons.
For Moncler and the great photographer, already the director of cult movies like “Let’s Get Lost” on the life of Chet Baker, cinema is an authentic school of life besides being an extraordinary medium of expressiveness. “When I was a kid I grew up watching Italian films, and I’m truly grateful for those stories because they catapulted me from the small town where I lived to New York. ‘Don’t Steal the Jacket’ is meant as an ode to that first, fundamental journey,” said Bruce Weber.
After the premier in Milan, “Don’t Steal the Jacket” will be published in episodes on a mini web site, linked from Moncler.com, especially devoted to the new movie.