Primal

This short film, created for luxury brand Nowness, is an abstract and visually striking exploration of primal instincts and transformation. It features four women in different stages of life and emotional states, depicted in visually arresting and often unsettling sequences that evoke a sense of raw, untamed humanity. The narrative is impressionistic, focusing on mood and atmosphere over a conventional storyline.

As a short film created for a brand campaign, 'Primal' was not widely reviewed by traditional film critics in the same way a feature film would be. Its reception was primarily within fashion, art, and advertising circles, where it was lauded for its artistic merit, striking visuals, and its ability to evoke emotion and provoke thought through its abstract nature.

• Praised for its artistic vision and bold, unsettling imagery.

• Seen as a successful fusion of art, fashion, and cinematic expression.

• Appreciated for its evocative atmosphere and exploration of primal themes.

Google audience: Audience reactions are not broadly available for this short film, which was primarily showcased on artistic and fashion platforms.

The film was part of a Nowness 'Modern Love' series and was filmed in the stark, modernist interiors of the newly opened 'The Old Water Tower' in London.