The short high-fashion film The Love Thing was Love Magazine's first commercial and was designed and directed by James Lima at the invitation of Love editor-in-chief Katie Grand. He calls the effort “motiontorial.” Among the very first such systems yet available on the market the Red One camera updated with the Mysterium X sensor provided by Offhollywood brought unparalleled fidelity — with an enhanced level of sensitivity and broader dynamic range — to the shoot which also features Lima's computer-generated artistry and visually emotional storytelling. The film debuted on Style.com on Valentine's Day. I love telling visual stories using technology says Lima. Fashion has always been a great inspiration to me and now with the advent of new portable immersive devices like the iPad it only makes sense to take the fashion editorial art form to the next level. Still life comes alive with movement and emotion; it is very intimate and powerful. I call it 'motiontorial ' and it has the potential in the fashion industry to be very similar to what happened in Hollywood with the introduction of sound to silent films. Shot in New York the 60-second film stars models Alessandra Ambrosio Pixie Geldof Agyness Deyn and cover star Jeneil Williams — all featured in the new issue of Love — wearing Prada clothing from past and present collections and debuting the Prada pre-Fall 2010 Collection. Miuccia Prada introduced Love's Grand to Lima who directed the Prada film Trembled Blossoms an ambitious and acclaimed CG animated fashion film and has explored and exploited technology innovations — even creating entire visual worlds for the likes of Steven Spielberg James Cameron and Joe Pytka. The genius of this project is that all contributors represent the best of their field and in this new frontier for the fashion industry their worlds have aligned synergistically to create something really compelling and exciting says Quynh Mai founder of Moving Image & Content who brought Offhollywood on board for the film. Among these contributors Offhollywood brings the resources technical expertise and mind-set necessary to support the creation of digital content at the highest possible quality. Unique in its ability to embrace the latest technologies without letting go of quality and craftsmanship Offhollywood is an incredible resource for modern digital filmmakers. Offhollywood provided a newly released Red Mysterium X for the movie.
