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GREED, a New Fragrance by Francesco Vezzoli (2009)

| Short | 2009 (USA)
Michelle Williams gently watches Natalie Portman brushing her hair, taking care of herself, enjoying her beauty. But then a different smell comes in the air. One look below and there's the ... See full summary »

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Michelle Williams gently watches Natalie Portman brushing her hair, taking care of herself, enjoying her beauty. But then a different smell comes in the air. One look below and there's the sight of a beautiful golden bottle, from where this new essence comes from. Now, peace days are over and the women will fight for this mysterious fragrance in the bottle. Written by Rodrigo Amaro

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Outstanding promo. Polanski does it again
23 September 2014 | by (São Paulo, Brazil) – See all my reviews

And Monsieur Polanski did it again! Two consecrated actresses star in this promo vehicle to Francesco Vezzoli's fragrance.

While in "A Therapy" Ben Kingsley and Helena Bonham Carter were enchanted by a Prada coat, in this one Michelle Williams and Natalie Portman have a fun duel against each other over the irresistible fragrance. Not sure if they play friends, sisters or lovers - unlike the other movie where there's some bit of dialog - but all I know is that the images evoke plenty of sensuality, interest and seduction, not just by the girls but also (and above all, obviously) about the product. You want to know how great this fragrance is and if possible, do exactly like the girls, fight for it. It's all about greed.

Though I'm a completely contrarian to marketing and stuff, I must give credit to everyone involved in this because it's a brilliant way to sell something. Like in "A Therapy", Roman gives us the product, the setting, involves us - as he always does with his movies - and in a way requires us to go after what he's "selling". Doesn't mean that we go but still worth the shot. That's what great direction is all about: the magic doesn't need to stop after the credits roll, there's more life to what we've just seen on the screen. There's experiences to be shared with others; or in the case of this short film, there's scents and essences to be felt. 8/10


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