Ah, sponsor-supported film making. It's a form of embedded advertising and if not for the fact that these projects keep coming out so well I think I'd have to hate them on matter of principal. But I just can't. The trend got kicked off in a big way when BMW commissioned a series of short films a few years back - films from the likes of Wong Kar Wai, Guy Ritchie, Alejandro Innaritu and others - films that proved a huge hit online and, eventually, in DVD sales. The formula has been copied a few times since then with decidedly more mixed results but now here comes ONEDREAMRUSH.

Sponsored by vodka company 42 Below - though their products don't appear in any of the shorts I have seen so far - ONEDREAMRUSH is a series of short films from forty two directors, each of them forty two seconds long and based on dreams the director has had. The big names haven't turned anything in yet - the project is just getting started - but once everyone is accounted for there will be films by David Lynch, Gaspar Noe, Asia Argento, Mike Figgis, Sean Lennon, Harmony Korine, Chan Marshall, Lou Ye, Leos Carax, Abel Ferrerra, Sergei Bodrov, Larry Clark, Grant Morrison, Carlos Reygadas and many, many more. And if the quality is anything like what's included in the trailer this is going to be something pretty special.

Check the trailer below the break!