@loewe
TikTok · Interview Q&A
@loewe Jonathan Anderson chooses his ultimate favourite #LOEWE moment at the book signing event of CRAFTED WORLD - Jonathan Anderson's LOEWE, which explores the past ten years of the House under Jonathan's creative direction. #JonathanAnderson
Performance
Video #1546 · Interview Q&A
[01]
Loewe's creative director, Jonathan Anderson, engages in a rapid-fire 'This or That' game where he must choose between two options presented by an off-camera interviewer. The choices, displayed as image overlays, pit iconic Loewe designs (like the Puzzle Bag and Pixel Hoodie) against major cultural moments (Beyoncé's Renaissance, Rihanna's Super Bowl), his own film projects (Challengers, Queer), and viral brand campaigns. He consistently chooses the Puzzle Bag over most options until the very end, where he ultimately picks the Maggie Smith campaign as the ultimate winner.
[03]
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239.7KCreator styles two Loewe handbags with different outfits to a viral audio clip@loewe · Product Showcase
672.3K2×Giselle says she'd be a broccoli then picks her favorite LOEWE bag@loewe · Brand Showcase
3.3M9.8×Woman plays extravagant shopper buying everything in a Loewe store@loewe · Skit
749.9K2.3×Mark Eydelshteyn answers whimsical questions at the Loewe FW25 presentation@loewe · Brand Event Showcase
908.4K2.7×Actor does a fit check with Loewe bag while armored knights dance@loewe · Skit
3.7M4.1×Candid moments from a photoshoot@loewe · Behind The Scenes
202.9KBehind the scenes making Beyoncé's custom Loewe Cowboy Carter Tour outfit@loewe · Behind The Scenes
1.8M5.4×Creator unboxes and showcases Loewe's tomato-themed luxury product collection@loewe · Additive Reveal
703.4K2.1×Carrie Coon recognizes her White Lotus bag on display in a Loewe showroom@loewe · Behind The Scenes
1.5M4.5×3D modeling polygon concept demonstrated using a Loewe Puzzle bag@loewe · Showcase
1.9M5.7×Man reviews Loewe tote by pulling out power tools from it@loewe · Show and Tell[04]
[05]
What stops the scroll in the first 3 seconds
Verbal hook · 35%
The flower dress or the pixar hoodie.
Visual hook · 65%
A medium shot of Jonathan Anderson with a prominent image overlay of a model in a red dress appearing on the left side of the screen, immediately establishing the 'this or that' visual format.
[06]
Steal this for your own video
A medium shot of with two image overlays appearing side by side, forcing a visual 'this or that' choice between and before a single word is spoken.
[07]
The promise the opener makes, and how the video pays it back
Hook
An immediate, in-progress challenge is presented without introduction, forcing the viewer to instantly engage with the decision-making process.
Payoff
The final, undisputed champion is explicitly declared, providing a definitive and satisfying conclusion to the tournament.
[08]
The structural pattern this video runs on
Framework
The Champion's Gauntlet
A single-elimination tournament where one item is pitted against a series of challengers. The winner of each round advances to face the next, creating a 'king of the hill' dynamic until a final champion is crowned.
The Champion's Ascent
A single 'protagonist' item emerges by defeating multiple, varied challengers in rapid succession, establishing its dominance and creating viewer investment.
The Climactic Upset
The established champion is unexpectedly defeated by a powerful new challenger, creating a narrative turning point and resetting the stakes.
The Coronation Run
The new champion defends its title against a final set of challengers, solidifying its status as the ultimate winner.
Jonathan Anderson chooses his ultimate favourite #LOEWE moment at the book signing event of CRAFTED WORLD - Jonathan Anderson's LOEWE, which explores the past ten years of the House under Jonathan's creative direction. #JonathanAnderson
The flower dress or the pixar hoodie. Pixel hoodie. The pixar hoodie or Beyonce renaissance outfits. Beyonce. Beyonce or Rihanna Super Bowl look. That's not fair. Yeah. Yeah. Rihanna. Rihanna or craft fries? Craft fries. Craft fries or the car dress? Craft prize. Craft prize or the puzzle bag? Puzzle bag. The puzzle bag or the giant pumpkin? Puzzle bag. Puzzle bag or the tomato bean? Puzzle bag. Puzzle bag or Kim Kardashian vodka bag? Oh, puzzle bag. Puzzle bag or the Polly Pocket Loop? Puzzle bag. Puzzle bag or the button here? Puzzle bag. Puzzle bag or challengers? Oh. Puzzle bag. Puzzle bag or queer? Puzzle bag. Puzzle bag or the mega coat? Puzzle bag? Puzzle bag or Maggie Smith's campaign? Maggie Smith. Maggie Smith's campaign or the Ghibli collab? Maggie Smith. Maggie Smith or tier Aspagus bad? Maggie Smith. And finally, Maggie Smith or the grass coat? Maggie Smith. Okay. We have a word. Maggie Smith wins.