|BAO Chika Wow Wow|
|by Syd Briscoe|
The distinctive aesthetic of London's BAO restaurant chain is explored in this short film. The outlets are run with a distinctively artistic edge by creative director Erchen Chang, who is the focus of this intriguing profile by director Dylan Hayes.
Hayes captures the company's unique aesthetic in great detail throughout the film, focusing on all things pillowy as their edible medium of choice is treated as both objet d'art and raison d'etre. Cinematographer Max Conran creates a fittingly dreamy world, in which delicately composed lighting and a muted colour palette increase an overall sense of softness.
It's pretentious, clearly, but in a more playful way than many similar expansions on the inner workings of an artistic mind. The intricate exploration of the 'Bakery of Artistic Objects' may not be for everyone, but it's an enthralling watch for those who understand the urge to find beauty and elevated experiences in the everyday.
Product Category: Short Films