Behind the scenes of filming 'The Revival'
Diary entry from our founder
Hi! My name is Dani and I am the founder of Miufu - welcome to the first diary entry :)
A bit about me, I have always been a very visual thinker. I love storytelling, movies, and of course fashion. When thinking about the collection, I started to picture a scene. A moment in time, when the sun was finally out after the long cold winter. There is a young woman in, her mid-late twenties getting ready, choosing her outfit, going to work, meeting with her friends, all of this with a catchy song in the background, reminiscent of a 2000s romcom.
Big influences have been Devil Wears Prada, How to Lose a Guy in 10 Days, The Holiday, Made of Honor, etc… when growing up these movies always offered me a view of “becoming an adult” as being fun, sexy, adventurous, and unapologetically feminine as well as ambitious and romantic. I wanted to recreate this feeling with the first miufu campaign. All of these feelings that the American movies projected, but making it more personal and taking place in London - the city where I chose to live my “young adulthood” chapter.
And so, I decided to pursue this vision and put it into a short film in the different locations that had a meaning for me, and hopefully for many other Londoners. From Bank, where I did my first internship, to Hyde Park, where I frequent daily runs.
I met with Guillem, an experienced videographer and friend. I explained to him my vision, and with a concerned look warning me about the ambitious number of locations I had in mind, he joined my enthusiasm and started planning how we would make this happen.
After writing the plan, we decided to do a ‘tech recce’, in which pre-film everything to then be able to edit a demo for the official shoot day to go smoothly and certain of all the shots we wanted to get (and not waste precious film roll!).
The initial four-hour tech recce turned out to be 8hrs, and funny enough we were blessed with London’s usual weather (rain and cold), whilst both of us were just recovering from being ill a week before. Now I remember it being quite funny, two people filming from every angle, with no umbrella and a few packs of Kleenex. Thank you Guillem for being so amazing and patient on that day!
Once we got all that we needed and edited this, it was official shoot day.
Our beautiful model Lisa joined and it turned out to be a very lucky sunny day. (When in London, this is rare, especially during Spring time). Multiple outfit changes, a few kilometers, and many water bottles later, it was a wrap.
Days later we showed our short movie to the public and I could not have been more proud.
Special thanks to Lisa for being a pleasure to work with and having the most radiant aura and positive energy. And special thanks to Guillem, for understanding and supporting my vision, helping to make it happen.
