Talking distorted reality and fantasy with Will Benedict, the Paris-based artist behind Balenciaga's latest dystopian campaign video.
Balenciaga under creative director Demna Gvasalia casts an eerie image, teetering in between what is real and what is warped. Its latest campaign, released earlier this week, is presented as a fashion-infused newscast with a dystopian feel. Newscasters are reminiscent of robots with glitchy marionette mouths. In the-style world, all of which is outfitted by Balenciaga, the mood is apocalyptic and carefully calculated to be both familiar and unsettling.
The concept behind the newscast came from the Paris-based artist Will Benedict. His prior work floats in between reality and distorted fantasy. One of his videos includes Charlie Rose interviewing an alien. While most of the imagery from the Balenciaga campaign seems plucked out of a science fiction movie, much of it is based on actual images. “I try to find things that are very real, and very much a part of our very much real lived world,” says Benedict.
Balenciaga is no stranger to tinkering real life into a semi-nightmare. To create an authentic but off-kilter world, Balenciaga has a history of using non-fashion photographers. The fictional politicians in the video were captured by Laurence Chaperon, who has photographed real-life politicians such as the German chancellor Angela Merkel.
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