Modibodi: I'm Dying Inside
Brand
Date
Jan 2024
Description
Modibodi’s 'I'm Dying Inside' campaign leans into a series of candid, domestic vignettes that transition between intimate personal moments and high-impact, surreal imagery. Directed by Arundati Thandur with cinematography by Tom Black, the commercial utilizes a mix of live-action technique and 16mm archival footage to bridge the gap between everyday domestic life and heightened emotional experiences. The edit employs a fast-paced, vertical format to connect diverse character perspectives across various home environments. Fashion styling by Lynn Mathuthu features contemporary loungewear and period-focused apparel, anchored by clean, warm color grading and tight framing.
Style
Vertical
Context
TVC / TV Commercial
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