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This video has been making the rounds through the design blogs this week, and I can definitely see why. It’s short, simple, and very very pretty.

I first spotted it on the Creature Comforts blog. It’s called An Ode to Summer, and made for Kinfolk Magazine by Sea Chant Productions.

While I won’t comment too much on the videography (as that is not my area of expertise), I will say that I enjoyed how much the editing contributed to the atmosphere of this piece. It is often taken for granted that shooting beautiful people in beautiful places will yield beautiful results, and while those elements are viable shortcuts, it cannot be the total package.

For example, the shots of the model on the bicycle are long. Of course, I don’t mean long in focal length, but rather that they are on the screen for an extended period of time. These days, short films often feel the pressure to change shots or angles every few seconds, but the lingering that is used during the bicycle part of the video accents the mood of the content. Long summer days = long summery shots.

They also weren’t afraid to let the screen go black. The paper lantern scenes are made to feel extra ephemeral by including multiple frames of total darkness.

Like certain works by Oscar Wilde or Wes Anderson, An Ode to Summer is like an Ode to Aestheticism. Perfectly fitting, given the commercial intention.

(Bee tee dubs, if you want to see all Pulling Focus posts, get yo click on.)