‘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.

 

 

The lazy loop is a campaign by Monki to encourage people to recycle their clothing, offering a system where you can drop off any clothing at their stores and they will recycle them for you. They’re promoting the lazy loop ‘support good materials – was cooler – recycle repeat’.

‘Life moves in circles, fashion should too. Enter the Lazy Loop: easy ways to make fashion more sustainable. From things we’re working on at Monki, to things you can do as a fashion lover and things we can do together.’

This campaign video features a mixture of various, young, fashion forward individuals from different ethnic backgrounds. I love how the campaign uses bright, bold colours to attract attention and I feel it targets the millennial demographic perfectly. I will take inspiration from this campaign video, using interesting locations, bright colours and young, various individuals to engage with the millennial target audience to promote the reuse of clothing to benefit the environment and their future.

 

 

Here are some images I took of possible locations to shoot the film/photographs. I wanted to find bright, bold and colourful locations to bring that fun, young element to the campaign film.