Holiday Films’ director Lena Beug’s latest project, Nature City, premiered last week at the MoMA as part of the exhibition, Foreclosed: Rehousing the American Dream.
The exhibition is an exploration of new architectural possibilities for American cities and suburbs in the wake of the recent housing crisis. The spots, directed by Beug for urban planning firm WORKac via Wieden+Kennedy, New York, promote a theoretical environmentally friendly housing community in Oregon.
“This was an opportunity to sell something that doesn’t exist, but really should,” says Beug. “Which is a bit of an oxymoron when it comes to advertising. Nature City isn’t just a fantastical utopia, it’s an actual plan for a new kind of suburban reality. These spots are funny but the things they point out are scarily true – I live in hope that some developers will go see this show at the MoMA and develop a place like this.”
The aesthetic of the spots, with their clean and simplistic art direction and locked-down shots, reflects the back-to-basics nature of the project.