MAN VS MACHINE
FEIT set man against machine in a visual celebration of the beauty of traditional craftsmanship
Handcrafted footwear brand FEIT has created a one-off audio-visual experience that contrasts automated mass-production techniques with the spellbinding movements of the master shoe craftsman.
Incorporating scenes from the 1982 cult classic movie Koyaanisqatsi, MAN VS MACHINE is based on an original concept by FEIT founder Tull Price, drawing on his many years of expertise and pursuit of quality within the shoe industry, which Price references as an increasingly fast paced and technologically-driven society.
Directed by New York-based artist and filmmaker Jack Riccobono (Seventh Fire), it is a collaboration with Benjamin Millepied (Director, Paris Opera Ballet), composer Nicholas Britell (The Big Short, 12 Years a Slave), and installation artist/designer Jordana Maisie (FEIT Prince St & Greenwich Ave). Millepied and Britell’s Amoveo Company produced the work.
“For this film, we wanted to emphasize the rhythm, skill, and artistry involved in the process of making shoes by hand. There is a choreographed, dance-like relationship between the craftsman and his work that is especially beautiful, and that is ultimately reflected in the final product” says Benjamin Millepied.
Koyaanisqatsi: Life Out of Balance is the legendary experimental film by Godfrey Reggio that juxtaposes time-lapse footage of cities and technology with the natural world, highlighting mankind’s profound impact on the environment.
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