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"Life is like a box of chocolates"

Released in 1994 to mixed reviews, the movie “Forrest Gump” nonetheless became something of an instant classic, winning six Academy Awards. It also became one of filmdom’s most quotable motion pictures. One of the most memorable lines comes early in the film as Gump (Tom Hanks) sits on a park bench recounting his life to random strangers. Musing on the unpredictability of life, Gump reveals a subtle truth:  “Life is like a box of chocolates. You never know what you’re going to get.”

We have adopted this line as a rule to live by; as operating philosophies go, this one is about as close as it gets to describing how we create content for our clients. Why? Simply because it is so memorable.

There are thousands of photographers and film producers working in the fashion industry today.

Many of them produce extraordinary material; most don’t. What sets the successful producers apart from the rest is their ability to create content that resonates with their audience; in other words, it is memorable.

Over the years, we have found one sure-fire way to create memorable material is to introduce elements that cause the viewer to pause and reflect on what they have just seen, things that create a “WTF” moment. These elements can take many forms, but most often involve things that look out of place – surprises. We call this The Forrest Gump Principle.

Our approach to producing fashion media content is to employ the Forrest Gump Principle by creating visual images, either still or in motion, that are intentionally quirky and thus, memorable.

Clockwise from top left:

  1. Product illustration all the way to next week.

  2. Interior design photography - with a twist.

  3. Fashion styling using The Forrest Gump Principle.

  4. Storytelling - Cinderella gone rogue.

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