Dior Noir – Critical Analysis
During my research I stumbled across one of Dior’s campaign. They have done a series of short films and one was Dior Noir. I found it very useful to understand the Noir genre as the conventions are very clear. It was also a similar length to what we were aiming for with our film.
Firstly it opens with the credits at the start with dramatic music. We have an extreme lose up shot of a female’s eye behind hinting at the role of the femme fatale. This opening has already encapsulated four conventions of the film noir genre. As a member of the audience you instantly know what to expect.
We are then introduced to the male lead role with a zoom. The next couple of shots continue to zoom in to key points of the shot.
We are then introduced to someone tied up. The shot uses low lighting and a lot of shadows which are also key conventions of the genre.
There is then a low angle shot which is frequently used in noir films to make audiences feel uncomfortable. The shot suggests that something isn’t right.
This shot also had low key lighting and shadows. The main two characters are in the centre of the frame and stand out as they are better lit.
This shot is more about costume. The character is wearing a trench coat and hat which almost always appears in a noir film.
Another close up shot of the femme fatale’s eyes.
A voyeuristic shot of the femme fatale’s feet.
The use of cross fades starts to appear more and more to create a sense of chaos in the films. However in other noir films it is used more as a transition. In this shot she is also running however the background behind her isn’t moving.
I really like the way this shot is framed. The contrast with the clouds makes the character really stand out and the iron frame of the building obscures the shots slightly so it makes it stand out.
Finally the film ends with a blonde femme fatale. At first glance it looks like a completely different woman but it actually is Lady Dior.
This short is very good for establishing the conventions of the genre however the storytelling is pretty poor and lacks substance. But most adverts in fashion are all about the pretty pictures and less about the meaning.