Fri, 08 Jun 2018 17:06:42 GMT
Global production and post-production company Picture Farm teams up with director Anton Du Preez for ethical clothing company EVERYBODY.WORLD.
This entirely “recycled” spot brings the brand’s Workers, Ecology, Ideas ethos to the forefront, detailing their innovative manufacturing process to promote their 100% recycled cotton Trash Tee--the first of its kind in the world.
Shot on vintage Kodak film to sync with recycled 14-year-old stock footage and features narration courtesy of 1950’s-era PSA announcements. The one-minute spot offers a behind the scenes look at textile production alongside sweeping, colour-saturated scenes of LA, and all its haze and mid century glory.
When du Preez met EVERYBODY.WORLD and heard the ways they are pushing boundaries in textile sustainability, he wanted to collaborate. “I went to speak to co-founders Iris Alonzo and Carolina Crespo about the clothing production process and was amazed at how much cotton waste there is in yarn-making. After learning about this, I wanted to be involved and help create awareness around it. We approached the Creative Directors behind the Adidas Originals Original is Never Finished campaigns to create a ‘completely recycled’ concept for the campaign,” he notes.
Picture Farm editor Winnie Cheung adeptly cuts together the recycled footage, unifying the disparate elements to weave together a cohesive piece that finds beauty in its chaos. She brings a distinct documentary-style edge to the spot, which can be seen in her previous work for such top clients as Nike, The New York Times, Mountain Dew, Target, Kate Spade and more.