According to recent echoes in the luxury sphere, video is the new print in luxury communications. If this is the case, then digital media should be the new glossy magazine, right? It looks like this general consensus that print is dying and multi-media is rising is leading to the emergence of creative and "balanced" digital branded content from luxury brands such as the one from Chanel in the clip above.
Since videos have joined the league of the most viral web contents (it is estimated that an impressive 182 million people create video content regularly for the web anually) and media channels like Youtube and Vimeo have become search engines in themselves (Youtube is currently the #2 search engine on the web), it only makes sense for luxury to channel its creative forces towards this medium.
But what makes a good branded film, animation or movie?