The Future Is A Vignette

Scroll any feed right now and you’ll spot a shift. Brands are moving away from chaotic UGC and over-polished hero films, and towards something in-between: short, cinematic vignettes that feel like tiny scenes from a film.

Not lo-fi. Not big-budget.
Just beautifully crafted moments with a clear emotional beat.

Jacquemus captured this perfectly with its recent Le Valérie vignettes starring Charlotte Le Bon; warm, poetic little episodes that feel like fragments from a French indie movie. Quick cuts, natural gestures, a touch of humour, and a world you instantly understand without needing a single line of exposition.

House of Errors has been there too, building surreal micro-narratives around striking characters and sculptural garments. Their posts often feel like looping dream sequences: one moment, one mood, one world - enough to make you pause, replay, and fall in.

What ties these brands together is the realisation that audiences don’t need full stories anymore. They need moments. A look, a mishap, a gesture. Something crafted, but still native to the speed of social.

Good brands are evolving from “Here’s our product” to “Here’s a feeling, a character, a tiny world.” And that’s where vignettes shine. They’re premium without being precious. Narrative without needing three acts. Cinematic without the TVC energy.

It’s also a space GangGang naturally gravitate towards - creating social-first pieces that live in this middle ground: crafted, narrative-led, but agile enough to shoot, turn around and deploy at the pace brands actually move.

The future isn’t a hero film or an iPhone clip.
The future is a vignette.