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, color-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.
What was the brief original brief for this campaign?
The brand, Everybody.World, has a staple product called the “Trash Tee,” a 100 percent recycled cotton T-shirt, made from meticulously processed waste fibers. I went to speak to Iris and Carolina 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. I was tasked by Everybody.world to create awareness around this innovative product and educate the viewer in an entertaining way.
In a few words, tell us about your role in the creation of this work
Formidable Director Anton Du Preez teamed up with the creative duo responsible for the adidas Originals global work, Matt Edwards and Wes Phelan. The three creatives took on the project pro bono (along with help from Picture Farm and The Mill for post production) as they believe heavily in the well being of the planet.
What inspired you to approach the campaign in this way?
The idea for the "Trash Tee" is so great and so impactful that we believed the educational message around the process would be just as powerful as a flashy brand ad. The recycling of the film components merely paralleled a fascinating process that is already making strides in creating a better planet.
How difficult was it to sell the idea to the client?
The idea is based of the exact same ethos as the product itself which made it difficult not to buy.
What was the biggest challenge you faced during the process?
Sourcing and matching the 14-year-old short ends (A short end is a partial roll of unexposed film stock left over during a motion picture production and kept for later use) was probably one of the hardest part - coming second only to the arrangement of the 1950s PSA voices for the audio score.
What did you learn from the experience?
It feels great doing good things for the planet, no matter how big or small everyone can play a part.
What’s the “behind the scenes” story that only you know about – until now?
At one cotton plant alone there is 500,000 lbs. of cotton waste. One t-shirt uses ½ lbs. of cotton. There is such a massive amount of waste in the very beginning stages of the clothing making process.
Fun fact: After they make the recycled cotton yarn for Everybody.World the only thing left is dirt and twigs. This gets compacted into nutrient rich pellets (similar to a hockey puck) that are then fed to cows as cow treats.