November 30, 2011

Bjørg provokes?

The new fashion film Heresy for Bjørg Jewellery is upsetting its surroundings. A girl is being burned at the stake in a remote and quite windy location. That this film provokes people to their bones is not beyond my scope of understanding, but my reaction is more of a positive kind. When the society in general, and the way companies approach their costumers in specific, just gets less sophisticated I find this kind of communication as a blessing form above. Watching the tv and walking the streets and I’m showered with ads and messages that wants me to shop more and think less. This piece of art for an film that Bjørg presents us is working the other way around, it make our senses spin and our brain think, and for that I’m thankful. You don’t have to be a poet or an artist to make an intellectual post to the present, sometimes it comes from a norwegian jewellery designer, as in this case.

The film is made by Mathias & Mathias. Well done!

About a year ago I directed a film with jewelleries from Bjørg as its focus. It’s a remake of Agnès Varda classic Cleo from 5 to 7 and was a part of the The Weeks of Dasha-series. See it here!