1. “Soul Scene” by Glen Luchford for Gucci Pre-Fall 2017
Glen Luchford’s all-black, street-cast romp through England’s underground Northern Soul scene is pure fun with wicked dance moves to boot.
2. “Be True” by Daisy Zhou for Nike
Nike’s latest #Equality video, starring the transgender voguer Leiomy Maldonado, is a bold and moving tribute to the LGBTQ community timed for Pride. The voiceover by Precious Angel Ramirez adds a particularly powerful dimension.
3. “Original is Never Finished” by Ferdinando Verderi, Wesley Phelan & Matthew Edwards for Adidas
Adidas Originals reaffirmed its position as cultural catalyst with an angsty rally for originality, featuring cutting-edge visuals and counter-culture favourites like Petra Collins and Stormzy.
4. “Music is my Mistress” by Kahlil Joseph for Kenzo
Last season’s top pick Kenzo is back with a video by Kahlil Joseph, famous for his work with Kendrick Lamar. The results underscore, once again, the brand’s commitment to the art of film.
5. “A-Z of Music” by Sam de Jong for i-D x Marc Jacobs
In the latest iteration of its popular ‘A to Z’ format, i-D linked up with Marc Jacobs for a video on music that contains just the right mix of educational content and quirk.
6. “Movement: Queen Moves” by Sandra Winther for i-D x New Balance
This film follows members of New York dance collective Queen Moves as they face a range of issues from politics to heartbreak. It’s winning attribute: authenticity.
7. “Bridging the Gap” by Edward Enninful for Gap
Edward Enninful’s ‘Bridging the Gap’ film showcases the brand just as it should be: fun, simple, diverse and optimistic, with a winning soundtrack by Boney M.
8. “Elle Fanning’s Fan Fantasy” by Ariel Schulman and Henry Joost for American Vogue
Resembling a scene from a Wes Anderson movie, American Vogue’s humorous take on Elle Fanning’s stardom is a riot perfectly pitched to Gen-Z.
9. “Cinéma” by Francesco Maria Tiribelli for Prada
What this film lacks in storytelling it makes up for with stunning cinematography (and return of supermodel Giedre Dukauskaite) rendered in that typically Prada way: beautiful yet witty.