Ever wonder how certain individuals have a godlike influence on entire markets? Why an Oprah Winfrey book club endorsement instantly changes your tax bracket? Why Michelle Obama can make obscure fashion designers into an over night sensation? Or remember how Jay Z single-handedly put the kibosh on the throwback jersey movement? Well for some clarity, take 14 mins and watch… INFLUENCERS!
This is an innovative short documentary produced by R + I Creative in Paris. R+I describes itself as a creative agency that sets itself apart from the advertising standards for its alternative, emotion laden and thought provoking approach.
INFLUENCERS focuses on what is commonly referred to as “Lifestyle Culture or Influential Young Adults Market” in the areas of music, fashion, and entertainment. The documentary does not pretend to offer an analysis of what is influence under all its forms (economic, political, environmental…).
What prompted us to put together this crossover project (film + online experience) was to understand the essence of influence, what makes a person influential without taking a statistical or metric approach. Obviously, trends are never the product of one individual but rather the result of factors that involve various people…
We therefore set out to meet some of these industry insiders and pioneers who, despite working in the background, literally define mainstream culture.
We asked them to share their views on: How to define influence? What makes someone influent? What is the link between trends and influence? Are there places/events conducive to creative pollination? They spontaneously shared their professional and personal experiences.
In the background, the documentary also explores an entire ecosystem of DIY (Do It Yourself) minded individuals whose passion is transforming Pop Culture. Their creations have produced powerful independent media that became the main news source for many readers and creatives entrepreneurs around the world.
Influence is not specific to NYC, but if you had to pick one single city in the world to illustrate how trends propagate, New York is definitely the city that first comes to mind so it was an obvious choice for us. In addition, it is the most cosmopolitan city in the world and it is the one that has best integrated the various cultures and talents coming from all over the globe.
We hope this short doc will resonate with the D.I.Y generation to which we belong.
Paul Rojanathara & Davis Johnson
Who do you think are the greatest INFLUENCERS? (past or present)