‘A new visual identity has been imagined by contemporary photographer Viviane Sassen. Our goal is to convey the symbiotic nature of humans, nature and animals and illustrate that in order to fully protect and care for ourselves we must also nurture and protect the world that we live in as we are one and the same. Through this visual language, we hope to highlight our many innovative and forward-thinking sustainable practices.’ Stella McCartney – World of Sustainability

This conceptual video represents the launch of Stella McCartney’s World of Sustainability. It is a platform that is dedicated to inform the consumers of all the sustainable practices in the brand. I love how it’s a very peaceful film, using natural light along with the added bright colours of the plastic shapes reflecting from the sun. It shows beautiful landscapes, promoting nature in it’s best light along with the powerful movements of the colourful fabrics in the wind. The close ups of the human form tastefully represent the symbiotic nature of humans, reminding us that we must protect ourselves as well as the world we live in. I love the close ups of the nature and the sea, I feel it gives a calm representation of the problems in the industry. I initially envisioned my campaign to have a livelier feel than this specific video, although it has opened my mind to the possibility of exhibiting a conceptual approach. This will represented the positive outcomes rather than the negative effects.