With everyone and their grandmother going digital, it’s interesting to see how brands will fight to maintain visibility in the ever-clogging cyber neighborhood.  A fan-made Facebook page and a simple Tweet (@fanboyconsumer– buy our shirt!!!!) will hardly hold sufficient– a realization out of which we’ve begun to see a new trend emerge: video adverts.

Lifetime Collective hits the (Youtube) screen

And we’re not talking about your run of the mill TV spots, either: think high concept, hyper-aesthetic micro-films.  The blogosphere’s been posting a few– I first got word of the trend on The Hundreds ‘ blog  (a brand I wouldn’t mind see trying their cinematic hand), which posted streetwear staple FUCT’s trailer.  Over at Hypebeast , Lifetime Collective had a video lookbook of their 2010 spring/summer commercial posted.  Lifetime Collective’s bills itself as a “lifestyle apparel company”– their trailer definitely tries to echo that claim (you’ll find it posted below).

I’ll wager that this mode of brand promotion will spike in popularity, as it’s a technique that allows smaller brands to really resonate with the audience.  Who knows– maybe SHEI can jump to the airwaves.