@loewe
Instagram · Talking Head Edit
@loewe An encounter between two worlds of craft. For the holiday season, LOEWE presents the Disney Tim Burton’s The Nightmare Before Christmas collection. An exploration of the stop-motion animation’s tactile spirit of making, which resonates closely with the House’s approach to the handmade. A special collection with bags, accessories, ready-to-wear, scented candles, and leather goods, launching on 12 November. ©Disney
Performance
Video #49671 · Talking Head Edit
[01]
Filmmaker Tim Burton recounts the origin of 'The Nightmare Before Christmas,' starting from a poem and drawings. He explains how his best ideas come from the subconscious and discusses Disney's initial request for the main character to have eyes, highlighting the challenge and beauty of conveying emotion without them. Burton emphasizes his appreciation for handmade art and the tactile energy of stop-motion puppets, contrasting the slow, deliberate process of animation with live-action filmmaking. He concludes by sharing the personal significance of the characters, particularly the ghost dog Zero, linking it to his lifelong love for dogs and the beautiful simplicity of the 'boy and his dog' relationship.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 35%
LOEWE
Verbal hook · 40%
I did the poem, did some drawings, and that's how it all started.
Visual hook · 25%
A man in a suit emerges from a rustic stone building and pulls a large rope to ring a church bell, followed by a quick cut to the bell ringing in a bell tower.
[06]
Steal this for your own video
I , , and that's how all started.
[07]
The promise the opener makes, and how the video pays it back
Hook
An atmospheric, cinematic opening that establishes a mood of artistry and timelessness before introducing the speaker or subject, creating intrigue and setting a premium tone.
Payoff
The narrative culminates in a simple, universal, and heartwarming statement that distills the entire creative journey into a single, emotionally resonant truth, providing a satisfying and profound conclusion.
[08]
The structural pattern this video runs on
Framework
The Creator's Credo
A revered creator shares the authentic, philosophical, and emotional journey behind a beloved work, aligning their personal values with a brand's ethos of craftsmanship to create an aspirational narrative.
The Subconscious Origin
The creator establishes the work's authenticity by explaining its genesis from an intuitive, subconscious place, rather than a calculated plan, framing it as pure inspiration.
The Defining Constraint
A core creative conflict is introduced (e.g., an external demand vs. artistic vision), which forces the creator to articulate and defend the work's central philosophy.
The Celebration of Craft
The narrative shifts from the conceptual to the physical, celebrating the tactile, handmade process of creation and imbuing the objects with 'energy' and soul. This connects the art to a tangible value system.
The Process Dichotomy
The creator contrasts their difficult, meticulous method with easier alternatives, reinforcing the value, dedication, and artistry inherent in their process.
The Personal Anchor
The creator reveals a deeply personal and emotional connection to a specific element of the work, grounding the grand artistic vision in a relatable, human experience.
An encounter between two worlds of craft. For the holiday season, LOEWE presents the Disney Tim Burton’s The Nightmare Before Christmas collection. An exploration of the stop-motion animation’s tactile spirit of making, which resonates closely with the House’s approach to the handmade. A special collection with bags, accessories, ready-to-wear, scented candles, and leather goods, launching on 12 November. ©Disney
branding · beginning
LOEWE
branding · end
Disney Tim Burton's THE NIGHTMARE BEFORE CHRISTMAS
I did the poem, did some drawings, and that's how it all started. For me, the best things came just without even thinking about it. I would just sit there and just sort of draw. It was something that came no so much from a thought, but was just more slightly from the subconscious. When we got into making tier film, Disney said, we just have one major best. The main character has to have eyes. For me, it was such a simple, pure character. Part of its beauty was its simplicity in trying to admit emotion without eyes. Seeing things made by hand is just such a beautiful thing. If you hold one of these puppets, it's so beautiful and it's so tactile. Whether you're an animator or not, you feel it. There's an energy to these things. That's the thing about animation. It's a beautiful moment to see so many people focused on on this one thing and and doing such a beautiful job with it. It's such a slow motion process. It's not like something on a live action set. If things go wrong there, it it happens over a painful process. All the characters that mean something to me. I've always had a dog in my life that were very special to me. They're like a heart come to life. I've always had a couple dogs in movies because of that very personal and emotional simplicity that they bring to somebody. There's nothing more beautiful than a boy and his dog.