THE Victoria and Albert Museum has revealed a new creative campaign showcasing and celebrating its beloved South Kensington site.
Directed by Georgia Hudson, the film follows a mannequin as it discovers incredible pieces of art, design and performance in different parts of the museum.
Still from V&A’s Creativity. It’s What Makes Us
The film really shines through its amazing fashion, jewellery, photography and sculpture hidden within the V&A walls. The mannequin is played by dancer and lead choreographer Max Cookward, who dances his way through the galleries of the museum accompanied by a haunting soundtrack.
As the film continues the mannequin meets other dancers and together they move through the empty halls of the V&A.
Still from V&A’s Creativity. It’s What Makes Us
The film ends with its title appearing on screen: “Creativity – it’s what makes us human.”
Still from V&A’s Creativity. It’s What Makes Us
With this film, the V&A museum seeks to show people that the more creativity they experience, the better lives become. The V&A invites and encourages its visitors to experience the world through creativity sparking joy, surprise and new perspectives.
by Julie Heinisch
V&A’s Creativity. It’s What Makes Us can be watched at V&A