Rendezői terápia. Márka-együttműködés és kreatív konvergencia a kortárs látvány- és formatervezésben
A Director Therapy: Co-branding and Creative Convergence in Contemporary Spectacle Industry and Design

Summary/Abstract: This short paper focuses on the cobranding tendencies of the contemporary design and media industry. The author presents that strategy by the bias of the promotional fashion video which realizes a collaboration between two creative agencies: the film director and the ethos of the fashion house. Her chosen example is the fashion video of Roman Polanski realized for the Prada fashion house in 2012, entitled A Therapy featuring Helena Bonham Carter and Ben Kingsley. The article presents two main questions: that of the authorship and the relation of the auctorial names (1), and that of the relationships between art, applied art and industry in the perspective of storytellingand trans/crossmediality.

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