For Byredo, Filmmaker Fenn O’Meally Captures Today’s Zeitgeist

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The film will go live in sync with the launch of Byredo's scent Mixed Emotions on March 1.

PARIS — Byredo’s new perfume, Mixed Emotions, and the film for its launch directed by Fenn O’Meally, were created to channel the zeitgeist of today.

O’Meally said: “Ben came to me and was like: ‘I want to tell a story of how people feel right now. I want to do something on how we in the world are trying to be OK, but we’re not OK.’”The filmmaker was given carte blanche to interpret that theme. Identity, diversity, race and inclusion are themes running throughout “Tall Are the Roots,” for which she had a Black cast and crew.

The 16-minute film was shot in color and black-and-white, largely on the grounds of and in the stately Syon House in west London. “I’m trying to learn to ride for myself without conditions, unrehearsed. I’ve heard balance is key, but unbalanced feels more like me,” said Jamal, reading from his poetry.

 

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