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Nicola Formichetti
Diesel's creative director Nicola Formichetti will be talking with Dazed's News Editor Zing Tsjeng about his passion for social media

Vimeo Festival + Awards 2012

As the digital video platform embarks on three days of activities with the video community tonight, Dazed speaks to fashion judges Nicola Formichetti and Humberto Leon

Pioneering names, emerging talent and video enthusiasts gather together this weekend for the Vimeo Festival + Awards 2012, the digital film platform’s initiative to support creation in the moving image. Held every two years, the awards is followed by a two-day festival for video novices to pros; live sessions with documentary filmmakers Steve James and Nike-campaign-director Casey Neistate plus workshops for aspiring directors are all in the mix.

Kicking it off tonight at NYU’s Skirball Center is the awards ceremony, with four new categories for its second season – Advertising, Action Sports, Lyrical and Fashion. Out of an estimated 14,500 entries from across the globe, the fashion category attracted the highest number of entries from the UK. Alongside a public vote, judges Nicola Formichetti, Nick Knight, and Humberto Leon will pick a winner from the shortlist of commissions by brands such as Mulberry and Opening Ceremony to fringe production houses like The winner will receive a prize of USD$5,000 (£3,200), while one star creation is set to take home a grand prize of USD$25,000 (£16,000).

As it is evident that fashion loves a screen, Dazed Digital has a quick word with Formichetti and Leon to find out what’s their filter.

NICOLA FORMICHETTI, creative director of Mugler and Uniqlo

Dazed Digital: As a Vimeo PRO user, what does Vimeo mean to you?
Nicola Formichetti:
Professional, high quality and user friendly.

DD: Which videos particularly stood out to you this year and why?
Nicola Formichetti:
I liked some of the films done by SHOWstudio, just because they were simple and beautiful.

DD: When is a fashion film most powerful?
Nicola Formichetti:
When it is simple and straight to the point. No fuss. Something graphic with emotions.

DD: You’ve always been a huge advocate of digital media and film – when did you realise it was the future?
Nicola Formichetti:
When I created my first video with Rico the Zombie Boy for Mugler, with Gaga’s special music.

DD: What are some of the most original or captivating video works you’ve seen recently in the industry?
Nicola Formichetti:
I always love what Nick Knight does. He’s always a few steps ahead of all of us; a true digital legend. What Tim Richardson is doing is also very new. It’s digital romance and very beautiful.

HUMBERTO LEON, co-founder of Opening Ceremony and co-creative director of Kenzo

DD: What does Vimeo mean to you?
Humberto Leon:
Vimeo is an incredible platform for young and professional people to showcase their work to the world.

DD: Opening Ceremony commissioned a video that made it to the shortlist. What's the story behind this?
Humberto Leon:
Opening Ceremony is a brand, but we also offer creative services to other companies under our umbrella. Our inspiration was for a big company like Target to do something that felt really local and honest to celebrate their 10 years of Go International. It was a simple movie, with these super cute girls and their awesome talent.

DD: When is a fashion film most powerful?
Humberto Leon:
When they can convey a message and still highlight a product, when it can tell a story and hold the attention of the viewer.

DD: When did you realise that a combination of social media and film was the future?
Humberto Leon:
The minute I purchased a digital camera!

DD: What are some of the most original or captivating video works you've seen recently in the industry?
Humberto Leon:
I love that young talent can make videos in the palm of their hands and people like DIS magazine or Haley Wollens can make cool videos without a huge production behind it, yet the films still stand out!