FUCT MOVIE | "The Doctrine" Part. 1
Erik Brunetti is a visionary, someone who’s impact on our culture is bar none, Fuct is one of the most important labels in the history of streetwear, and seeing its return over the past few years has also seen Erik open himself up to allow others to see his creative processes like never before, ensuring that we all can see just why Fuct is such a huge success. Now taking his amazing eye to a new medium, short films, the movie goes live at midnight (L.A. time) tonight at the www.fuct.com splash page, and you can be sure it will be both as good technically as it is telling in its story line.
Utilizing a digital movie camera along with the rapidly growing and accessible exposure on the Internet, Erik Brunetti has begun writing and directing short fictional movies for his brand FUCT’s home page. The short movies depict thought provoking lifestyles, stories and scenarios for the brands different products. Unlike the prior sampled clips at the infamous home splash page, Brunetti is writing, directing and scoring the sound for these short films.
The first release is part 1 of 3 of the trilogy (with 2 more to follow.)
“For 2010 I will begin presenting a trilogy of FUCT commercials, the next logical step, given the fact that I reference much from cinema pop culture. I feel this is a major push in the right direction for my brand within our industry, as we have the ability to do anything with the digital tools available to us.
My decision to take our home page one step farther, (i.e. actually making my own films, as opposed to showing films I reference) came via the Internet / hypesites, after reading about lesser, younger companies, as well as over paid art directors complaining about how ” it’s all been done, where can we go from here, streetwear is dead…etc.” I find those statements and sentiments defeatist. The sky is the limit as to what can be achieved. “