“I’m Here” is “Where the Wild Things Are” director Spike Jonze‘s first project since that movie and it premieres at the Sundance Film Festival today. But is it a 30-minute art film or a commercial?
Both, it turns out.
Fast Company says: “Though it’s being premiered at film festivals and will be for sale in March, it’s also a commercial for Absolut. So the film is also a strategy for reintroducing branding, to audiences increasingly impervious to traditional advertising.”
The film is a love story about a boy and girl made up of leftover computer parts. The producers gave Jonze a brief to write and direct a film depicting creativity conquering conformity, and the director had free reign over the project.
How is it a commercial for Absolut Vodka? Well, their logo is on there and it probably fits whatever their new marketing message is.
Who cares, as long as it was made by Jonze without interference? The guy’s made music videos and commercials that could all be considered works of art.
Here’s the preview, and we’ll have the film embedded here as soon its released online.