AllSaints Film has used the recent record temperatures in London as the backdrop for its seductive and subversive new release, Sun City. A provocative tale of displacement and individuality, the short film was entirely devised, shot and edited in just two long hot days in the capital last week. By confronting the clichés and conventions of swimwear advertising, Sun City demonstrates AllSaints’ spirit for creative disruption.
“Once again, exclusive filmed content proves to be a modern and exciting medium with which to quickly and nimbly communicate the spirit and attitude of AllSaints,” comments the brand’s Creative Director, Wil Beedle. “We had the initial idea of Sun City last Wednesday when the temperature was hitting 32 degrees, but since London weather is notoriously unpredictable, we gave ourselves the challenge of shooting and sharing it within a week. Let’s hope it staves off the rain.”