Wild(child) editor Diego Panich was tasked with creating "Rabbit," an offbeat, surreal spot featuring supermodel Kate Moss dancing seductively for her unlikely romantic interest, a tap-dancing giant rabbit man. Heralding the launch of "Dream Collection" for Basement, the captivating yet unfathomable scenario connects to the fashion-forward clothier's youthful international audience using a mix of live-action and visual effects. The award-winning cutter, represented exclusively by Wild(child) Editorial/NY in the Northeast, Midwest and West Coast, collaborated closely with acclaimed film and commercial director Martin Romanella, on the high-profile commercial.
"I was thrilled to have the opportunity work on a campaign for a brand that is known for its untraditional approach to advertising," noted Panich, who cut the spot on Final Cut Pro. "Basement has an image that reflects an irreverent aesthetic inspired by the connection between fashion and modern culture, art and film - and they were committed to creating a commercial that was an extension of this philosophy. As an editor, collaborating on a project that defies traditional advertising trends is not only exciting, but also brings a fresh perspective to my other work."
Romanella, a multi award-winning international director, shot the :60 spot on 35mm to create a filmic style that plays more like a mini-movie than an ad. The commercial was shot on location in London in a high-end, modern, stark white loft with floor to ceiling windows, which were used to frame effects-driven exterior shots of the city that appear with a skewed perspective that adds to the dream-like feel.
Diego was provided with an abundance of stunning footage of Katie dancing seductively for the hybrid creature who has a huge rabbit head, but appeared to be a well-tailor normal man from the neck down.
"The agency and client wanted to create an offbeat spot that that would captivate young audiences," said Panich. "As the editor the challenge was to create the right balance between the allure of this beautiful pop icon supermodel, the surreal Rabbit who is the object of her affections and the wacko scenario that is playing out - while still keeping the viewer focused on the product, Basement's 2011 autumn/winter line of women's fashion."
Panich took his cues from the upbeat tempo and lyrics of the spot's haunting track, a cover of Brenda Lee's 1950's hit, "Sweet Nothin's." The retro music reinforces the strange cadence of the commercial and provided the editor with an element to anchor the story to. The editing retains its wackiness, yet gives it a cohesiveness that provides the impossible storyline with the form and structure needed to bring home the client's message. Romanella created most of the effects in the camera, shooting a number of scenes in film and them rewinding the film and shooting another layer of images over it to create the desired visuals.