Matthew Donaldson is selected to create a film to launch the the new inspiring site nowness.com

Lily

NOWNESS is an exciting new way to experience luxury lifestyle online, featuring daily content from the most respected and innovative creatives working today

Matthew Donaldson created a hypnotically beautiful film featuring his daughter, model Lily Donaldson, to launch this new inspiring website.

Matthew worked with renowned hairstylist Sam McKnight and make up artist Val Garland to create a look that embellished the theme of the film - moments lost in the speed of the world. A theme which suited the super-high definition Phantom Gold HD camera shooting at 1,000 frames per second capturing the hyper-real tranquility and every exquisite movement and detail.

The use of the flying hair technique was a desire of McKnight's after admiring its use by the great 1960's session hairdresser Ara Gallant.

Combining a Zero 7 track to all the elements leads to a true depiction of Matthew Donaldson's distinctive style.

View the work HERE