Watch the creative fashion film “À la folie, pas du tout” for São Paulo fine jewelry brand, Marina Vicintin
À la folie, pas du tout — a fashion film by LUTZ for Marina Vicintin
Imaginative film director and visual artist LUTZ lends his distinctive creative vision to À la folie, pas du tout — an evocative fashion film crafted for São Paulo-based jewelry designer Marina Vicintin.
À LA FOLIE, PAS DU TOUT
A short fashion film by LUTZ for Marina Vicintin
Crème Company, part of the Boiler Hub audiovisual collective, presents À la folie, pas du tout, a short fashion film for São Paulo jewelry designer Marina Vicintin. The film moves through the private world of jewelry, looking at the way gold, silver and pearls can carry the person who wears them into an intimate space of imagination and feeling.
The title is the closing line of the French version of the petal-picking game, known in Brazil as Bem Me Quer, Mal Me Quer (he loves me, he loves me not). The film follows a woman drifting between reality and reverie as the pieces she wears begin to lead her into her inner world. Jewelry appears here as more than adornment: as an extension of identity, capable of releasing memory, emotion and new states of mind.
The film is directed by LUTZ, a Brazilian director and visual artist based in São Paulo. He builds the narrative through texture, light and movement, translating the brand's intention to present its pieces as objects with their own stories.
The film was captured entirely in camera, with real cast, locations and art direction, on an Arri Alexa Mini with Elite S35 lenses. AI was intentionally incorporated in post, ethically and as a tool at the service of the narrative. Working from the filmed material, it was used to develop elements of the art direction and the composition of specific scenes, supporting the passage between the grounded world and the protagonist's interior dream.
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This project began differently from how I usually work. Before any visual decision, I wrote a poem. And the poem dictated everything that came after.
That inversion changed the nature of the film. Most of the time you start with a brand, a concept, a product, and the visual language comes to serve those. Here, what came first was this piece of writing about what it feels like to wear something that holds your imagination. Pacing, light, camera movement, casting, structure: every choice afterward was made to honor the rhythm and tone the poem had already set. The film became less a film about jewelry and more a film about the inner space that jewelry opens.
Two women, a living room, a slow dissolution into the imagined. One woman is the dream and the other is the dreamer, until the line between them fades and one steps through. The narration moves between French and English, between the spoken and the unspoken. The visual world begins in real space and slowly fragments as the imagined takes over, then resolves back into the real, but changed.
The film was shot in camera, on Alexa Mini with Elite S35 primes, with real cast and a built studio. AI work was intentionally brought in only in post, on top of the captured material and in collaboration with the other crew members in order to further develop their visions, used to develop the art direction and extend specific compositions that needed to dissolve into the imagined. The film is a camera-based work. The AI served the images that already existed.
We made it with people I truly admire and feel lucky to have the opportunity to work with. Collaborating is this project with them is what really made it possible.
- LUTZ -
Film: À la folie, pas du tout
Brand: Marina Vicintin (@marinavicintin)
Production Company: Crème Company (@_cremecompany), part of Boiler Hub
Runtime: 1:56 (without credits) / 2:11 (with credits)
Written and Directed by: LUTZ
Creative Director: LUTZ
Creative: Marielle Scholl, Mariana Bauer, LUTZ
Assistant Director: Giulia Alho
Art Director: PH Menezes
Creative Assistant: Stella Shinyashiki
Director of Photography: KAO
Focus Puller: Jorge Dayeh
Logger: Rodrigo Belati
Lighting: Vitor Tavares
Editor: Alberto Cardoso
Original Music and Sound Design: Luca Vieira (AudioArena)
Post Production Coordinator: Rui Fontes (RuffosPost)
Colorist: Braion Marçal
Title and Credits Design: Bruna Secco
Executive Producer: Juliana Sigolo
Set Producer: Giovana Ferrari
Still Photographer: Cecilie Mengel
Stylist and Account Management: Marielle Scholl
Starring: Mariana Bauer
Featuring: Marielle Scholl
Camera: Arri Alexa Mini
Lenses: Elite S35 Esférica A (14mm to 200mm) and Arri Macro 100mm
Studio: Wake Studios
Rental House: Filmes do Bem
Social Media Links
Director (LUTZ):
Instagram: @____lutz
Website:https://joaolutz.com
Brand (Marina Vicintin):
Instagram: @marinavicintin
Website:https://marinavicintin.com.br/
Production Company (Crème Company):
Instagram: @_cremecompany
Website:https://www.cremecompany.tv/
