“The Elevator” Makes InStyle Awards Debut
The 2021 InStyle Awards took place on November 15 for the first time since 2019. This year’s event featured a special social media-famous attraction: “The Elevator.”
First debuting at The Golden Globes in 2016, “The Elevator” started the tradition of entertaining videos of celebrities making their grand entrances to the event. The 2020 Elevator series from the Golden Globes was nominated for a Webby Award in 2021.
This year marks the first time “The Elevator” has made an appearance at the InStyle Awards. The design of the elevator varies each year, with this year’s sporting a predominately black and white color scheme with bright pink accents.
“Since an elevator can be an ordinary thing we all know, I wanted to create an environment that was bold and impactful, not your usual elevator we all have taken before. A graphic pop world that is upbeat and optimistic,” artist and designer Stefan Beckman told InStyle.com. “Going up?!”
The video from the InStyle Awards was directed by photographer Douglas Friedman and shot entirely on the iPhone 13 Pro Max and edited on the MacBook Pro with M1 Pro. It featured celebrities such as Simone Biles, Miranda Kerr, Michael Kors and Nicole Kidman making their original entrances to the awards.
The creativity of “The Elevator” doesn’t stop when in-person events do. Earlier this year, the Golden Globes was held virtually, but InStyle’s staff still figured out a way to create their iconic entrance videos. Celebrities filmed themselves at home making their entrances and InStyle applied an elevator filter, which was then released on Instagram for people to use in their own videos, along with the hashtag #InStyleElevator.
InStyle: The 2021 InStyle elevator; courtesy of Douglas Friedman