Tell No One Discuss Their New Spot for Nordstrom

Good Egg directing team Tell No One has once again delved into the world of fashion advertising with this new spot for American fashion retailer, Nordstrom. 

The striking 30-second spot is a kaleidoscopic film which uses smoke and (actual) mirrors to achieve its disctinctive look. Below, Tell No One refelct on the project and how they approached the production. 

What was the brief you received from the agency for this project? 

The film is an expression of Spring and a reflection of self, inspired by the geometry and symmetry found in nature.

Did you immediately know how you wanted to approach the film?

No, it took a lot of developing.

How difficult was the kaleidoscopic element to creating the finished film and is this a technique that you’ve used before?  

[Using] mirrors has been an idea we have been wanting to explore for a long time, this project seemed like the perfect opportunity to develop a thought into action.

Are you technically-minded yourselves or do you work with people who can get what’s in your head onto film?  

We are both technically minded, we had to be at the start of our careers, we had to learn to do it all because we had no money. We now have the luxury of [MPC's] Iain Murray who work with us. Our aim is to get everything we can in-camera, or at least to make it feel like that.

What was the hardest part of putting the spot together?   

The mirrors and the choreography were very hard to work with, because it all had to work at the same time again and again. The breaks in the mirrors gave MPC some headaches.

You worked on a lot of fashion films, all of them distinct and eschewing the standard ‘moving catalogue pictures’ criticism; are fashion clients becoming more discerning when it comes to advertising their brand? 

We think every job is unique and every client is discerning about their product, we hope we don’t disappoint.

What are you working on next?  

We have a few things on the boil, including our experiments.