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P L A Y M E N O W P A U S E M E N O W V I E W P R O J E C T

LIEF IS A FEMALE-LED CREATIVE CONTENT STUDIO, PROMOTING AND CELEBRATING INCLUSIVITY, CREATING NEW CULTURE-DEFINING WORK WITH EXCEPTIONAL AND UNIQUELY DIVERSE FILMMAKERS.

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THE BRIEF

In 2017 i-D commissioned filmmaker ALMA HAR’EL, having just launched her non-profit Free The Bid and premiered her second feature ‘LoveTrue’, as the FOURTH HERO (of filmmaking) for their ‘THE FIFTH SENSE’ platform.

GIF art: Tyler Spangler

‘THE FIFTH SENSE’ is a multi-market creative platform created by i-D, inspired by the empowering spirit of Gabrielle Chanel, which commissioned women from multiple disciplines. The first creative heroes celebrated were ES DEVLIN (Set Design) HARLEY WEIR (Photography) and LUCY HARDCASTLE (Programming). The task was to help CHANEL play a more meaningful and emotional role in the lives of millennial women, shift brand perception and ultimately help drive purchase intent.

We were commissioned to create a short brand entertainment film; to give Har’el full creative power, Alma remains the owner of that film’s IP, affording her the opportunity to express herself freely. Founder of Lief, Margo Mars and Alma’s film producer Chris Legget, developed and produced ‘JellyWolf’.

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'JELLYWOLF'

PRODUCTION

Conceived as a piece of short entertainment, new media deals allowed us to cast amongst A-List talent without the interference of brand-exclusive contracts.

Friends jumped on the opportunity, notably, ZOE KRAVITZ helped cast both KIERSEY CLEMONS (Dope, Transparent) and LISA BONET in the main parts.

Lief director Natasha Khan, aka BAT FOR LASHES, provided the soundtrack with EMILE HAYNIE and SEXWITCH.

A magical, realist version of downtown LA was brought to life with beguiling special effects undertaken in the Mexican mountains, hidden away from big studio setups; during a 3-week process, countless jellyfishes and creatures were created in full CG.

From start to finish, the short was conceived and delivered within 7 weeks.

Photo: Claire Arnold

MAKING OF

In addition to JellyWolf, a short-form documentary called ‘Making Films’ is released on The Fifth Sense, as part of the platform’s Makers series, chronicling the making of the film and Har’el’s experience in the film industry. Lief director EVA MICHON directs, with a line-up of leading women from the film world including CRYSTAL MOSELLE, LOLA BESIS, JANICZA BRAVA and TABITHA JACKSON.

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'MAKING FILMS' BY EVA MICHON

IMPACT

Artwork: Jamaica Dyer

An 8-minute short film described as “The trippiest fashion film ever made” by Elle Magazine went on to capture the imagination of the target audience – young millennial women.

JellyWolf won The Clio, Tribeca X, D&AD and Ciclope awards, among many others. It was turned into a comic book by fans and is currently being developed into a TV show.

JellyWolf generated a strong following amongst the female millennial audience and helped i-D with over 4MM visitors engaging on the site for over three minutes and a return rate of 53%.

The Fifth Sense had over 23MM+ Video Views and 2.15MM+ Unique visits.