Mentoring a young cameraman is a responsive action and part of paying it forward. As a natural mentor, director Linda Notelovitz hired young cameraman Canaan Friedman for his first professional role to shoot her latest campaign for Jaguar / Give Her A Crown.

“A lot of cinematography is intuition. It’s an art, not a formula.” – Reed Morano, director and cinematographer.

Linda used the campaign theme of 'Shifting Perspectives' as a visual metaphor. Believing in the importance of authenticity when working with brands on camera, she interpreted each fashion designer’s brand identity through a distinct expression of individuality. She conveyed their creativity, personal statements, and essence into each film’s narrative, resulting in five experimental fashion films focused on the message of female empowerment. Each film was unique but maintained the grace and oversight of the main client brands for the Give Her A Crown / Jaguar 2024 campaign.

“The DP must be in sync with the artist – responsive, finding a rhythm, and coaxing the camera into a dance with the artist to capture the most visceral experience. This is how we create footage that enables the viewer to feel deeply.” – Linda Notelovitz.

In a realm where creativity knows no bounds, a conscious film campaign emerges, fuelled by the intuitive force of limitless imagination. This is the 'Give Her A Crown' 2024 campaign, empowered by Jaguar and directed by Linda Notelovitz. A campaign of five fashion films for this Female Empowerment platform - championing women through storytelling and the arts.

With a budget that barely stretches beyond the essentials, every decision is a delicate balance between frugality and boundless vision. This campaign, however, is no ordinary endeavour; it is driven by an unyielding belief in the power of art to transcend all constraints. Here, the imagination becomes the currency, and intuition guides each choice, transforming limitations into opportunities.

This year’s theme, ‘Shifting Perspectives’, allows the viewers to embark on a sensory journey. It’s a dance between the tangible and the ethereal, where each film breathes with life and emotion, proving that the most powerful creations are born from the heart.

Keep an eye out for the five fashion films showcasing GHAC’s 2024 group of amazingly talented fashion designers, on Give Her a Crown's Instagram and also on Linda Notelovitz and LifeDesign's social media.

Linda Notelovitz' passion for fashion and design has always been a significant part of her self-expression, enabling her to express her personality, creativity, and individuality. However, beyond personal expression, fashion can hold profound significance in various ways.

Utilising fashion as a powerful tool to influence behaviour, Linda Notelovitz' fashion film work reflects on societal values and aims to drive positive change in the world. Her collection of works exemplifies this commitment, with each film addressing important themes and advocating for social upliftment, ethical practices, and celebrating creativity.

From the thought-provoking 'Hungry' to the inspiring 'Lara' promoting sustainability, the empowering 'S(He) has something to say', and the imaginative 'Gaze', Linda's films explore diverse aspects of human experience and emotion. Through her unique visual communication style, Linda Notelovitz aspires to be a catalyst for purpose and positivity, shaping the human condition through her art.

Cialis 'Lucky Man': Director Linda Notelovitz skilfully reveals the raw emotions and physicality of her actors, focusing on pure storytelling.  She coaxes unfamiliar actors into a passionate enigmatic couple, creating a captivating on-screen connection.

To hold the very complex on-screen graphics and titling needed for the brand and pharma regulations, Linda chose to design the camera treatment in each scene to work as a single take; thereby simplifying the visual language to accommodate the graphics requirements in a complimentary manner. Together with her DP, Maxime Lahousse, they choreographed the actors performances and the camera operating to sync and work together like a dance, within the limited screen time they had for each scene.

Linda’s work is enchanting and transcends the ordinary, inviting viewers on an alluring journey that explores desire, connection and storytelling.

"What can I say, other than it was truly a highlight of my entire career to be a part of the production, because Linda’s level of creativity, thought, professionalism, refinement, love and humor was like nothing I’ve experienced on any other production. It was the whole package and not just a promise of one."  Brendan Ward, EVP Creative Director, Saatchi & Saatchi Wellness, NY.

Linda’s always lived her life at the nexus of art, lifestyle and business. A born aesthete, with an insatiable appetite for hip hop and youth culture, her curiosity never ends. Whether it’s building homes, multinational campaigns or intimate films that hero the feminine.

As an adept filmmaker associated with LifeDesign, Linda embarks on a profound journey to delve into the creative odysseys undertaken by six remarkable artists. This mission is ignited by her passionate involvement in crafting a short film series for empowerment platform Give Her A Crown 2023, and empowered by Jaguar.

“Excellent, Linda, you nailed it! Your intuitive creativity and commitment to each of your subjects, driven by love for your work, for life and for humanity, give you an uncanny ability to read a person through and through.

In this very short film she succeeded in depicting the frustration that often accompanies my life as a realistic artist without taking away anything from the beauty of it all.” Lena Hugo, portrait artist.

LifeDesign is a creative production agency with a global client base.

"We specialise in content generation from ideation (brand strategy + concept development) to creation (film production + direction) to implementation (bringing brand stories to life in the digital + real world).

Why we do all of this?  Because we can.

What we love: to create emotionally connecting work.

What we do: take marketing insights and develop these into multi-platform expression, by bringing a brand to life through communication that creates connection.

Drop us a line to say hi!

Linda and Giovanna."

LifeDesign is a hybrid production agency based in Cape Town, specialising in content generation from ideation (brand strategy + concept development) to creation (film production + direction) to implementation (bringing brand stories to life in the digital + real world).

Helmed by creators Linda Notelovitz and Giovanna Winetzki, they find their passion in purposeful communication that creates meaningful connection in both the B2B and B2C markets.

LifeDesign has a unique approach to their style of working in which they are able to fully integrate into your team to live your brand with you.

Their most recent campaign was for Netherlands-based start-up The Farm Kitchen. The concept focused on presenting the brand's true essence: transforming the earth through regenerative agriculture for a better tomorrow. This story was brought to life through four unique films: 'Birth' (respect for the soil), 'Growth' (discovering the benefits of taste and health), 'Blooming' (experiencing Mother Nature’s love) and 'Being' (changing our behaviour to be kinder in the world).

Linda Notelovitz has worked in over 20 countries creating beautiful and moving content for top brands globally. Her filmmaking style seeks to hold the audience in a space of emotional involvement and connection. Her work touches that which is universal in our humanity, enabling messaging and communication of brand experiences through her interpretation.

She works very much from her senses, finding resonating pathways as she interprets a script or an idea, developing styles of imagery and sound – equally important to her. Her desire is to make films that allow the viewer to fall in love with how it makes them feel as they watch it.

She believes that the energy that is infused into the film-making process is just as important as the final product. Collaborative and passionate – her excitement whilst creating is infectious.  There seems to be an innate knowing in what makes up Linda; she works from a place of purpose.