CLUB 99.7

Le Fix proudly present Club 99.7, A film by artist and director Nina Holmgren.
As an homage to her own grandfather, Nina Holmgren has created Club 99.7, an honest and heartfelt portrait of him as a stylish poet in the final months of his life.

The short film is the product of Nina Holmgren spending valuable time with her grandfather Willy for weeks on end, talking, dressing up, writing and laughing while constantly cherishing every moment, knowing it could be their very last together.

Unconditional love across generations shines through in every shot in the film. From delicate close-ups of Willy’s old, flaky skin to portraits of him as fashion-conscious old man, Club 99.7 proves that style has no age and that a warm personality and a curious mind overcomes everything.

“Time ticks slow
Towards whom does it go?
My teeth in water swim
As I like to keep clean and trim
The clothes should fit you
Like a woman’s touch so warm,
Caressing my very form
The wounds of time
They lovingly hold
So I can stay well-dressed
When I’m a hundred years old.”

– Willy Kristian

  • Nina Holmgren
    Director
  • Le Fix Clothing
    Producer
  • Nina Holmgren
    Cinematography
  • Nina Holmgren
    Sound design
  • Mathias Dehn
    Sound mix
  • Nina Holmgren
    Writer
  • Project Type:
    Documentary, Experimental, Short
  • Genres:
    campaign, non-fiction, portrait, documentary, fashion, style
  • Runtime:
    2 minutes 45 seconds
  • Completion Date:
    January 10, 2017
  • Production Budget:
    8,000 EUR
  • Country of Origin:
    Denmark
  • Country of Filming:
    Denmark
  • Language:
    Danish
  • Film Color:
    Color
  • First-time Filmmaker:
    No
  • Student Project:
    No
  • NOWNESS
    Online platform
    January 30, 2017
    Most Loved
Director - Nina Holmgren
Director Statement

The short film is a campaign/advertising film for the danish fashion brand Le Fix.

Its a different style portrait of a 99 year old poetic man (the directors grandfather).
The aim was to do a new way of story-telling for a company and other ways to use film advertising.
It has a realness, honesty, and is documentaristic in its experession.

The short film is payed for by the fashion brand Le Fix as a campaign -

Le Fix wanted to challenge the way of making a film campaign,
by showing a real story about an old poetic man with authentic real style in some of Le Fix collections.

The short movie is about vanity, style, poetry and a statement from the 99 year old fashion icon Willy
( who stars in the film) that you can’t buy style for money.
Its a personal advertising film & directed by his granddaughter.
( who made the ad)
The film is captured as a real life documentary and is based on a Poem 99 year old Willy wrote himself for the film.

CLUB 99.7 premiered on NOWNESS.
https://www.nowness.com/series/age-appropiate/club-997-nina-holmgren

It has been most liked and watched film on NOWNESS and had a really big global reach already.
So the film ad/campaign has been a big success online.