In the Time It Takes to Get There follows a day in the life of Lucy, a ‘social media influencer’ from the 1800s. Florence Pugh portrays the influencer, while Alicia Silverstone plays her handler in a publicist-type role. In a comical way, we see how Lucy deals with the contradictions of a life filled with privilege and luxury but empty and meaningless at the same time. The movie is set in the 19th century world in an imagined land (which could be England) for which the director drew inspiration from the opulence of the era, the dynamic of the mannerisms, and the tableau-like image of royalty.
What did the judges have to say?
First of all, and at the first glance, it is highly entertaining and funny, the craft is outstanding and you will find – whenever you watch it – something new. #MoviePoster doesn’t communicates a crying out loud purpose, it doesn’t make you melt into tears or wince because of the cruel message, and it doesn’t leave you feeling bad about yourself or your behaviour. At least at the first glance… #MoviePoster has no admonishing index finger – and therefore I’m thankful because you can watch it and smile and watch it again and smile on. But while watching it over and over again the message has time to sink in, because at a second glance it isn’t just an outstanding, well-crafted piece of work, it is a smart and clever criticism. The story is all about the made-up world of influencers and the shiny glittering marketing universe around them.Katja Behnke, Creative Director, Digitas Pixelpark
Perhaps, for me, this has been the most complete work in this category. This is one of those works that I wish I’d done myself. It keeps you glued to the screen and you hope it’s never going to end. For me, if there’s one piece that can define this category its this one.Katja Behnke, Executive Creative Director, Digitas Pixelpark
This film epitomises what I expect from a D&AD Yellow Pencil. Original, innovative and brilliantly crafted, it subverts our global obsession with social media to create a piece of work that is as much pure entertainment as it is branded advertising, while also making pertinent comments on what we value as a society. It should stand as an example of how brilliant branded content can be.Holly Fraser, Director of Content / Editor-In-Chief, WePresent
It’s a piece of entertainment in its own right. There’s no product placement in it and it’s a very risky film for them to make because there isn’t branding throughout. It feels like a very pure piece of film.Liz Una, Film Director