These short films by Education First are brilliant advertising. They are so all over the trend of making short web films that are heavy on aesthetics and low on anything that says “this is advertising.” You can make it all the way through the film without knowing what it’s for, but it’s so awesome that at the end you’ll want to dig a little deeper to find out.

After watching those, if I were to need a language learning program in the future, would I go to EF first? You know it! Am I a sucker for pretty things despite lack of content? You know it!

The cinematography is gorgeous and the use of typography really, really got me. I now want to design everything I’m working on using French signage as inspiration (all those lines around the words, the engraving shadows, the deco fonts, the angles of the words… oh la la).

The films were a collaboration between Gustav Johansson, Nicklas Johansson, Albin Holmqvist, and Camp David, all of whom I plan to research immediately (check back soon for results!), but I’m also just so curious what advertising/marketing firm EF hired that then in turn put this team together! I can’t imagine they sought these guys out on their own…

(And now they just need that same firm to redo their logo and their website so that it is all in sync with these videos…)

Two more films here.

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