Our client is a denim company that employs sustainable technologies in their business. A key area is water conservation and less chemical use to keep water clean. They wanted to highlight their sensitivity to the planet’s boundaries and limitations. They had collaborated with World Wide Fund for Nature (WWF) on an initiative to explore solutions to reduce the amount of plastics in the ocean, and we wanted to showcase it.
The client carries out numerous CSR initiatives that benefit the ocean, this video was to continue highlighting the clients bone fides when it comes to the environment.
We created this video for Ballet Day in February 2019, months before the Climate Strikes. It was a poetic way to talk about the dangers of plastic.
Soundtrack: Because of the nature of our client’s work—denim, and their conservation efforts, our creative team kept circling back to ‘blue’ and this feeling of clear skies and blue water. Using Johann Strauss’ ‘Blue Danube’ was a subtle and playful way of bringing that across.
Visuals: The music and visuals created tension and highlighted the dichotomy of beauty and invasion. The bags floating in the water were like ballerinas, and we wanted to play on that, almost make it look like you are watching something beautiful, right until the end when you realize these bags have an impact on marine life, which is why we introduced the fish right at the end.
The video highlighted our conservation efforts and increased our social engagement. It portrayed a sensitivity and sophistication that resonated with people. It was so popular that it led to more collaborations with ‘denim heads’ and key players in the denim industry.
