The “Holiday ‘23” video directed by Francis Plummer represents an interesting perspective on the usage of database aesthetics, fragmented narrative and character creation in a creative campaign commissioned by a clothing brand. The video could be described as a series of fragments of memories told by different kinds of characters, all relating to their experiences with the state of California. The range of characters is really diverse and they are all stylized to be highly complex and idiosyncratic.

The fragmentation and database-like structure of the video constitutes a strong tool for viewer activation. This participatory approach enhances the “user experience” and creates a more dynamic relationship between the audience and the work. As a result the piece supplies the brand with a pseudo-interactive experience, which highlights the brand’s roots in the state of California and the reach and appreciation the brand has built among people coming from diverse social and geographical contexts.